When growth stalls, the next logical step is to raise prices, not lower them.
I highly recommend taking some marketing/economics courses that outline the basic's of supply demand and price elasticity.
While you do have a valid point in that it is not really my business as a consumer how profitable the iphone is, it does also strike me as an extremely short-sighted one. What do you think are the odds of Apple continuing to meaningfully support a device that earns them only $1 in profit? Heck, why even bother releasing a device that is not going to earn Apple much money, if at all?
Have you never wondered why the iOS App Store seems to be so much more successful than the google play store? How it continues to attract the best apps first despite having the smaller market share? Might it be precisely because customers are willing to pay more for quality apps, which in turn draws developers to the platform, and the promise of a greater payday motivates developers to create better-quality apps for iOS relative to Android?
Refuse to pay, or turn to piracy, and see what happens. Apps for android come late or not at all, and they are sometimes of worse quality than their iOS counterparts. In the end, the ones to lose out are the consumers themselves.
This is an interesting question and brings us around back to long term health of a company and diversification of business, which tends to be what the market and investors are concerned with right now.
There are many industries and devices in the world that don't make money, yet have long term support. Money is made elsewhere in order to support that product.
And example, during the PS3 and XBOX360 era, for nearly the first 3-5 years of those devices lifespan, the hardware was sold at a loss. This was done because both Microsoft and Sony recognized that there's a ceiling they can set the price of the hardware before driving away sales. They sold each console at a small loss, but made up their profit from software, licensing, and accessories. Both of these devices went on to have 10 year lifespans and fully supported by their respective comapnies.
Overall, the need for a corporation to be profitable is important and at no point I hope does my comment sond like I thin companies shouldn't be. But sometimes you have to accept, for longer term growth and stability, slightly smaller numbers today.
So when we, as consumers go to buy a device, whether that device is a $10 loss, or a $100 profit is irrelevant to us the consumer. The only thing that matters is the companies overall health and promise of future support for that product. Individual profit calculation on each device is completely irrelevant in this regard.
This is where I question Tim Cook's direction on pricing and devices. iPhone's don't exist in a vacume. they exist within the smartphone market, which is massive and slowing down. It's a mature market where the largest differentiation factor right now is pricing. The gap between quality, services and functionality is pretty small. Differences in each version of devices from almost everyone is tiny. In these types of markets, Pricing tends to become the bigger motivator of sales. By driving prices up, beyond the curve of the competition, Apple is purposely saying Profit margins are more important than ensuring that the devices are in more peoples hands.
I personally believe this is not a winning combination, as basic economics 101 taught us that if you set a price floor that is too high for market conditions, it grossly affects the equilibrium of supply and demand, resulting in lower demand and an excess of supply. Tim Cook seems to be making a very long bet that the pricing they've currently got is not a price floor, but market conditions. Something we're not seeing overall happen.(yet)
I just don't get the direction. He's raising prices, lowering demand, while at the same time claiming that services will be their next biggest growth. Right now, unless there's a major shift, Apple's service industry relies extremely heavily on iOS user base. Very few of their services are cross platform, or work well on other platforms. This means that lowering Demand of the iPhone and possibly affecting market share penetration, Apple runs the risk of lowering their service market base.
his current strategy is just at odds with itself.