When buying through one of Apple's three venues (telephone, online,
or brick and mortar store), there are some people who qualify for a
special education discount. This list includes the faculty and staff of
K-12 schools and higher learning institutions. The list also embraces
the students of higher education.
However, a conspicuously absent group is high school students. This
lack of inclusion is a personal irritation; I just don't understand how
being in high school makes me any less of a student than my collegiate
counterparts.
Cutting Down a Free Money Tree
I really think Apple has missed a huge potential market in high
school education. Years ago, this wouldn't have been true. Most high
schools and their students were not equipped with laptops or wireless
systems, so Apple targeted the market of students who routinely buy
laptops for school: higher education.
Things have changed. More and more schools have implemented wireless
networks, and many more are planning to, responding to the positive
feedback of the students. Also, many more classes, such as English,
allow or even require students to type their papers on a computer.
It also comes in handy in math. I am able to use
TI Connect to manipulate programs and data on my calculator,
something I used to only be able to do at home.
Some of my classmates use their computers for other things. A friend
of mine uses his PowerBook with Adobe CS 3 in our Desktop Publishing
class.
I have also seen others who have given presentations using Keynote
or PowerPoint on our schools ubiquitous computer projectors.
Who Doesn't Love Free Stuff?
One thing Apple already does to attract educational customers that
would work very well on high schoolers is their free iPod
promotion. Every summer, Apple offers a deal to individuals in
education: if they buy a new Mac, they get a free or highly discounted
iPod. This year, the nicest free model is the 8 GB iPod touch.
I would certainly be enticed to buy a new Mac if I got something
that normally costs $299 for free. Come on, what high schooler doesn't
love the prospect of a free iPod. IMHO, this coupled with discounted
prices on new Macs would send many students and their parents to the
Apple Store with wallets in hand.
Can I Get a Witness?
If you agree (or even disagree) that Apple should extend the
educational discount to high-school (or even all K-12) students, send
me an email, and if I get enough feedback I'll publish some of it in a
future column. 
