> And it's already winning on price there.

Is that still true if you need a keyboard?

Price doesn't seem to be the deciding factor for the people buying apple hardware.

Perhaps an exception that proves the rule but I bought my macbook pro 13" at 1300€ in 2009 because it was significantly cheaper then the competing offerings (IBM thinkpad and Dell E series)

In what universe? The cheapest Macbook Air is $899, this comes with an i5, and 128GB RAM, and a keyboard.

The comparable Surface Pro 3 is $999 sans keyboard. Adding a keyboard will run you another $130. Total cost of $1129.

So you're losing on price by $229.

Now you're thinking, the Surface Pro 3 has a 12" screen. We'll compare it to the 13" MBA:

$999 with the i5, and 128GB standard. KB included. ;)

The comparable SP3 will still cost you $1129. Still paying over 10% more.

Don't the touchscreen, pressure senstive stylus, screen resolution (1366x768 on the MB Air 11) count for anything?

How is it winning on price vs. the Air? The 11" Air starts at 899 vs. the Surface 3 with similar Core i5, 4GB memory, and 128GB SSD hardware that starts at 999. Add the $100+ keyboard cover to the Surface and it's an worse comparison. The 13" Air is 999 and again comes with the keyboard of course.

The Air doesn't have touchscreen nor proper digitizer though. And those features are important for some people.