The very fact that you're tuning in to watch AtAT at all implies strongly that you aren't averse to layout out a chunk of change to buy a computer, right? Meaning, you saw the value that a computer could add to your life, and you went ahead and bought one. But there are plenty of people out there who haven't made that leap, and one significant reason is that buying a computer involves spending a lot of money-- even if you're getting a super-cheap lame $699 PC clone system, that's still a lot of money when considered in "home appliance" terms. Especially since a computer today still isn't exactly a "need to have" appliance, like, say, a refrigerator is. So it can be really tough for some people to justify dropping close to a grand (or lots more) on something they've lived all their lives doing fine without.

And that's where Gateway comes in, with its Your:)Ware program. You've probably seen the ads, touting it as a way to get a computer by making low monthly payments instead of by plunking down a couple of grand on your credit card. In addition, in a couple of years you can trade in the system towards a new model. Sounds great, right? Well, for the buyer, to a certain extent it is-- he or she gets a computer (albeit a Wintel) for maybe $40 a month. But Gateway's the real winner, because their interest rates are right up there with most credit cards; when you buy a Your:)Ware system, your monthly payments are figured based on an annual percentage rate of at least 14.9%. Do the math, and you'll see why Gateway's smiling. So should Apple leap into the ring with a similar concept? That's the subject of Robert Morgan's latest RFI Report, which discusses the many benefits of setting up an "iMac for $29.95 a month" program. Apple could attract lots of first-time computer buyers who have so far stayed away from the game because of the high cost, while also raking in the interest on the loans. The customers get a solid, easy-to-use computer for a low monthly cost. Everyone's happy.

Interestingly enough, whereas the RFI Report discusses such a low-monthly-payment lease program as a good idea worth pursuing, Mac OS Rumors is reporting that just such a program is all set and ready to roll; according to them, a new loan program from Apple will "offer up iMacs on lease for $1 a day, " or $29.95 a month, starting this holiday season-- which is really at most a month away. Is Apple really ready to launch such a program? Imagine a huge television ad blitz announcing that people could sign up for the program (pending credit approval, of course) at any CompUSA or Best Buy and walk out with an iMac, ready to rock. Sure would make for an interesting Christmas, hmmm?