Apple does manage to secure a large share of design and print industries, but the company's market share is slightly less than one percent of the Dutch market, even less than its global share of under three percent. One reason for Apple's low market share is a general lack of understanding about Apple's hardware and software. "Apple should do more to educate the consumer," claims Es. "Most people have little or no idea about what operating system software is or does. It becomes difficult to explain to consumers why they should buy a computer with a different operating system from 99 percent of the market." In addition, Apple's pricing scheme alienates many potential buyers. As of publication, Apple's cheapest iBook® retails at $1473 (1199 Euros), in comparison with Dell's™ cheapest portable selling at $1021 (831 Euros). Likewise, Apple's cheapest desktop model, the eMac™ sells for $1105 (899 Euros), while a cheap desktop PC retails for $724 (589 Euros). Intuitively, Apple machines should be cheaper in Euro-terms, especially given the Dollar's weakness against the Euro. Instead, Apple charges a premium, marking up its prices and placing Apple machines out of reach of many Dutch.