When the lot came up for auction at Christie's in London, it had been expected to fetch between $80,000 and $120,000 based on prices for similar computers at recent auctions. For example, in June 2012 an Apple I sold for $374,500 at Sotheby's and in November 2010 one went under the hammer at Christie's for $212,267. There is also a strong market for them on eBay with models often changing hands for more than $20,000.
Christie's believed that the chance to own such a seminal piece of technological history -- the Apple I was the first personal computer -- would drive the bidding, but the fact that it had such a high reserve price of $80,000 is likely to have dampened enthusiasm. The highest bid was £32,000 ($50,000).