Build too much, and you lose money. Build too little, and the penalty isn't quite as severe. So we'll err on the side of making too few computers. We allow people to place advance orders for the computers and guarantee delivery. If we know we'll need 20 Macs in six months, we can commit to that, and the user gets a great discount.
User groups find they have a new business.
They can steady our demand, and in return, earn a profit. And the new users will have friends who also use Macintoshes. We all know how important that is. If you're buying at retail, you may find supplies are limited, and the prices are higher. That's the way it has to be.