Another factor in product differentiation plans stems from the company's pricing strategies. Apple Computers co-founder Steve Jobs sought to create a topnotch product with a price proportionate to its level of quality while maintaining high profit margins. The lowest-priced Apple products consistently fall in the mid-range, but customers are willing to pay that price for the high quality of the user experience. This pricing strategy runs counter to that of makers of PC "clones," which put out low-end computers and rely on slim profit margins.