A bit simplified:
The problem is that the world is dependent on oil. And if price increases made oil have such a margin for the oil companies the economy and world would most likely grind to a halt and cause a recession/depression. And in this insane world that would be a horribly bad thing, leading people to loose jobs, struggle and possibly starve. Or maybe it would cause a revolution and end the system that makes rich richer and poor poorer.
Apples products on the other hand are not a essential for the world to go around, and although a lot of people would be a little bit sad if Apple shut down it would not cause any major problems. (Assuming Apple disappeared in a scenario where it didn't bring the economy down with it, now unlikely). Apple could have a 200% margin and if the sales figures stayed strong it would only affect the people having to spend the extra money. Cars would still drive, ships would keep running, you could still fly wherever you wanted and all the other petroleum dependent industries would still keep ticking..
But isn't the worlds fault for depending so heavily on oil and not innovating new sources of energy? Just like the other companies for not inventing the iPad and iPhone first? Isn't what's good for the goose also good for the gander?
I'd love to see anyone here look up what oil companies spend on research and finding new fields.
Billions and billions each year, a lot of which goes right down the drain in hopes of finding the next big field to make up for the money already spent.
Maybe if Steve ran Exxon they could do it for less money and bring the price of oil down?