The Apple I sold for $666.66 in 1976

The first Apple computer, called the Apple I, cost $666.66 when it went on sale in July 1976. That price was set by Steve Jobs and Steve Wozniak, who founded Apple Computer Company that April. The figure was not arbitrary — Wozniak had calculated the cost to build each unit and marked it up by a third, a standard retail markup at the time.

In 1976 dollars, $666.66 translates to roughly $3,500 to $4,000 in 2024, depending on which inflation calculator you use. That made the Apple I expensive for a home computer, but not unusual. Other early personal computers of the same era — the Commodore PET and the TRS-80 — launched at similar or higher prices. The Apple I was actually one of the cheaper options available to hobbyists and early adopters.

The Apple I was a bare circuit board with no case, no monitor, and no keyboard. Buyers had to supply their own display and input devices, which added to the total cost of ownership. Despite these limitations, the computer found an audience among electronics enthusiasts and small businesses. Apple sold roughly 200 units of the Apple I before discontinuing it in 1977 to focus on the Apple II.

Key Takeaways

  • The Apple I cost $666.66 when it launched in July 1976, which translates to roughly $3,500 to $4,000 in 2024 dollars.
  • The price was calculated by Steve Wozniak based on production costs plus a standard one-third markup, not chosen for symbolic reasons.
  • The Apple I was a circuit board only — it required a separate monitor, keyboard, and power supply, making the total system cost much higher.
  • About 200 Apple I units sold before the company shifted focus to the Apple II in 1977, which came in a case and was easier for consumers to use.

Why $666.66 was a reasonable price for 1976

Personal computers in the mid-1970s were not consumer products in the modern sense. They were kits and bare boards sold to people who understood electronics and wanted to build or assemble their own machines. The Apple I fit into this market. At $666.66, it was priced to compete with other hobbyist computers but offered something different: it was fully assembled and ready to power on, rather than a kit requiring soldering and assembly.

The Commodore PET, released later in 1977, cost $595 for the base model but included a monitor and keyboard built in. The TRS-80, also released in 1977, started at $599 for a similar all-in-one package. The Apple I's lower headline price made sense because buyers were expected to already own or source a monitor and keyboard separately. When you factored in those peripherals, the total cost of an Apple I system was often higher than a Commodore or Tandy machine.

What changed with the Apple II in 1977

The Apple II, released in April 1977, marked a shift in Apple's pricing and positioning. The base Apple II cost $1,298, nearly double the Apple I price. However, it came in a plastic case, included a built-in power supply, and had color graphics capability — features the Apple I lacked entirely. The higher price reflected a move away from the hobbyist market toward consumers and small businesses who wanted a complete, ready-to-use system.

The Apple II became the computer that actually built Apple's early revenue and reputation. While the Apple I proved the concept worked, the Apple II proved that people would pay more for a polished, integrated product. This pricing strategy — charging more for a better user experience — became central to Apple's identity and remains so today.

How inflation affects the comparison

Converting $666.66 from 1976 to current dollars is straightforward in principle but varies depending on which inflation measure you use. The U.S. Consumer Price Index suggests $666.66 in 1976 equals roughly $3,500 in 2024. Other inflation calculators that account for wage growth or purchasing power may show different figures, typically in the $3,000 to $4,500 range.

The key point is not the exact number but the context: a $666.66 computer in 1976 was a significant purchase for a household, comparable to buying a mid-range laptop or tablet today. It was not an impulse buy, and it required the buyer to have both technical knowledge and disposable income. This explains why Apple sold only about 200 units before moving on to the Apple II, which was aimed at a broader market willing to spend even more for a finished product.

Why the Apple I matters despite its small sales

The Apple I was not a commercial success by the numbers — 200 units is tiny compared to the millions of computers sold today. But it proved that a small company could design and sell a personal computer without the backing of IBM, Xerox, or other established technology firms. Steve Wozniak's engineering and Steve Jobs's business instincts created a product that worked and found buyers, even at a premium price.

The Apple I also established a pattern: Apple would charge more than competitors for hardware that offered a different experience or philosophy. The Apple I was simpler and more elegant than many hobbyist computers of its era. That focus on design and user experience, even at a higher price, became Apple's trademark and remains central to how the company operates.

Frequently Asked Questions

Did the $666.66 price include a monitor and keyboard?

No. The Apple I was a circuit board only. Buyers had to supply their own monitor, keyboard, and power supply. This is why the total cost of an Apple I system was often higher than the headline price, even though the computer itself cost less than some competitors.

How many people actually bought an Apple I?

Apple sold approximately 200 units of the Apple I before discontinuing it in 1977. Most were sold to hobbyists and electronics enthusiasts in California. The small sales volume reflected the limited market for bare circuit boards, even among early computer adopters.

Was the Apple II more expensive than the Apple I?

Yes. The Apple II cost $1,298 at launch in 1977, compared to $666.66 for the Apple I. However, the Apple II came in a case, included a power supply, and offered color graphics. It was aimed at consumers and small businesses rather than hobbyists, which justified the higher price.

Why did Steve Wozniak choose $666.66 specifically?

Wozniak calculated the production cost of each Apple I and marked it up by one-third, a standard retail markup in the electronics industry at the time. The resulting price was $666.66. The number was not chosen for symbolic reasons — it was straightforward the math of cost plus standard markup.