I think SRAM doesn't sell as cheaply or as much through OEMs, or something, since PBK's SRAM prices aren't great at all (I can almost always find a better deal in the US).

I suspect that since Shimano has "slipped up" with 7900, it gives SRAM the excuse to move everything upwards in price. It's hard to believe that Apex will be $799 and Rival $850 or so. Expect a price bump. On the other hand, SRAM gives you lots of features across the board, with similar weight/performance (except maybe Red). With Shimano this isn't the case.

Did anyone notice the sudden drop in Shimano pricing at Nashbar/Performance? Shimano has no choice but to compete, with Rival shifters going for around $250 retail, it was very hard to justify the $200 price bump to Ultegra (also retail). Nashbar/Performance both had Ultegra shifters recently for under $300 after discounts, i'm sure they got a great deal from Shimano to try and move volume. In the aftermarket, i'm willing bet to that SRAM has taken out a big chunk of their market.

Shimano still probably owns the majority of the OEM market, as i'm sure their OEM prices are far far less than what we pay retails (hence the pricing from PBK). If that's any indicator, then SRAM OEM pricing isn't discounted nearly as much (none of the UK sellers are particularly cheap with SRAM). I'd expect Apex to be a nice volume group that SRAM can push out to manufacturers to come stock on bikes at a low price, while still not cannabilizing their existing market.

I really like Shimano's stuff, but it's becoming increasing difficult to justfiy the cost ... I have to pay MORE for Ultegra, and it weighs MORE than Rival?!? 100g MORE?!? It doesn't seem like much but you go through the same exercise with most of the components, and Shimano just stops making sense after a while. I don't doubt that the Shimano shifters might be of higher quality (made in Japan) and more complicated, but the bottom line is that SRAM stuff is priced lower, weighs significantly less, and it's good enough for TDF teams, i'm sure it's good enough for most of us.

As an aside, poor Campy. I remember there was a time when there was a decent amount of Campagnolo equipped bikes in North America.