and it's arguable that can only work for so long. as prices go up, you run the risk of driving down demand. if demand starts going too low, than even the price increases aren't going to make up for the lost revenue of lower sales and you end up in a negative loop where you have to continously raise prices to appease investors, while the volumes continue to decrease due to those increasing prices. the best thing Apple can o right now would be to ignore wallstreet completely, and reposition themselves to be a stable company from a volume / price perspective. This might mean the end of record profits/revenues, but long term success that will last more than the next cycle or two Unfortunately I don't see this happening under the current leadership team as their own net worth is directly tied to stock valuation. it's one of the biggest pitfalls of allowing stock and options to be rewarded as salary. the motivation of your executives are geared towards personal enrichment than long term company planning.