I had a discussion with the Marketing Director of a tier1 PC manufacturer last Friday. This discussion was around the PC segment of the All-in-one.
I learnt a very interesting fact: apparently Apple is enjoying a huge market share in the All-in-one segment with its iMac range. Today around 70% of the All-in-ones sold are iMacs. Furthermore this segment is growing faster than the PC industry which has a growth rate of around 4% this year (2011) according to most of the analysts.
Hence, the iMac should be in the upper spaces of the BCG matrix, either a cash-cow or a star product.
So it is more the Apple laptop segment which is in a danger zone. But when Apple is investing in software for the iMacs there is no reason the MacBook, or MacAir shouldn’t benefit of it. Especially if the margin level is good.