The No. 1 complaint I hear from people deciding between a Windows machine and a MacBook is price: "Macs just cost too much." While it's true that Apple makes the bulk of its profit on high-margin hardware (witness the $329 iPad mini), the company has a real opportunity to steal customers away from Microsoft after Windows 8's unfamiliar interface has left so many customers baffled.
Apple can go for the jugular with a cheaper MacBook, one that still costs a good $200 more than the average notebook, but that delivers Apple's hallmark high-quality design. Heck, if Windows laptop makers can offer designs with touch screens for $799, Apple can offer a 13-inch, plastic, unibody MacBook (perhaps in multiple colors) with a 128GB SSD in the same price range. It would make a killer back-to-school deal.