Apple Computer Co. typically calculates the proposed price for one of its new products two wayot 1) Start with an attractive retail price and then figure out whether Apple can profitably make the product if it sells at that retail prio, and 2) start with how much it.co to produce unit, add their typical profit margin and then estimate the likely price to the consumer at the retail outlet. In other words, (1) In bottom up markup pricing. (2) 1 top down markup pricing and (1) tu backward markup prieing, (2) in forward markup pricing are both correct. (1) is backward markup pricing. (2) is forward markup prieing (1) is forvard markup pricing, (2) is backward markup pricing (1) is bottom up markup pricing. (2) is top down markup pricing (1) Iss top down markup pricing, 12) is bottom-up markup pricing