When Guy Kawasaki posted my Creating Consumer Electronics process on his Alltop blog, one of the commenters said I “blew it out of the gate” (this is bad, I think) when I wrote that pricing must be appropriate. Too high, and you price yourself outside of consumer comfort (the risk becomes too big to pull the trigger),  but too low and you risk a decreased value perception.

The commenter wrote that “Apple’s stuff is way overpriced, I admit it typically works well, but it’s just crazy expensive. And they have every man, woman and child buying it up like there is no alternative. A good marketer can make anything sell.”

Here’s my take on that: If the commenter thinks Apple products are overpriced, he probably does not buy them. But many millions do buy them. For them, the price is not too high.

We are in a business where consumers vote with their dollars. The good news is that you’ll know very quickly whether your pricing is too high or too low. The market will tell you.

Also, it isn’t Apple’s marketers that sell their products. Its their consumers. Their evangelists.

The marketers have been masterful at carefully developing and nurturing the evangelists. But the evangelists do the heavy lifting for Apple. And they don’t even cost anything.