Bundling only works “if the consumer is given the option of buying the same products separately.”
That seems to make sense. I used to work for a music company that sold products within sets along with the individual items. Both packages were profitable.
This strategy got me thinking about companies that never bundle their core products, such as Apple. Can you imagine Apple selling an iPad and iPhone together at a discounted price or any one of its computers with another Smart handheld? Never.
Bundling only works for lower cost items such as music or software.