I do hope everyone realizes that those are closer to gross profit margins, not net, which is how most people think, i.e. the bottom line.
The reports were about parts costs. On top of those costs, you have manufacturing, shipping, advertising, development, etc. *and* discounts to resellers (AT&T). The ones sold at the Apple stores will certainly bring Apple higher margins, but even then I'm certain that the stores "buy" the product internally at a discount -vs- the retail cost. This allows Apple to separate the profitability of the retain stores -vs- the company as a whole.
Many low volume manufactured items sell for 300-500% manufactured cost, so 55% on parts alone is actually quite low. Of course, this will not be a low volume item. It really shows that Apple is rather efficient! If the parts cost 55%, and the net margins are around 22% (typical for the company), then all soft costs add up to 33% of purchased price.
Now, the ongoing subscription revenues and bounty structure could provide significant upside -vs- the traditional one time purchase model that Apple has always had. I cannot wait to hear earnings reports for the next several quarters to see how much upside AAPL will see.