> cannot imagine a personal computing usage which can justify a 10k machine

For me, the privacy pitch wins. I have a friend visiting, however, who spends like $2,400 with Anthropic every year. That's a solid ROI even if the thing becomes obsolete after a couple years. (I'm still on my 2020 MacBook Pro. I love it and will be sad when I have to replace it.)

Apple does like to market their hardware for education and small business customers, though.

I think "buy this $10,000 box and to easily grant every Macbook Neo on your team safe, private, free AI" could be a real winner.

Apple is a premium brand with high brand loyalty. Do you not think even 1 billionaire would want something like that? Even to just say that they bought it. Apple could sell things at a price point much more than $10k.