I disagree - it's not greed. There is a lot of high technology in there. They want to keep the company strong so a 40% profit margin ensures that they can continue to bring us the latest and greatest.
The latest and greatest? So lets see what new technology was on show today...
Smartwatches with cellular connectivity - That would be a no.
Bezel less smartphone designs - Nope
OLED displays - Again, no.
Wireless charging - Starting to notice a pattern emerging..
4k Streaming - About year after the competition.
Animated emojis - that was new.