Why Apple’s decision to cut the MacBook Air price was genius Apple is a company k**wn for its great products, its past and current CEO, its great (and sometimes **t so great commercials), and the way it influences people all over*the world. However, all of that comes at*a price, as Apple products are generally more expensive than its competitors, which has led to some calling Apple's premium price points*the "Apple tax." That tax, however, may be coming to an end.