I always LOL at these numbers you know why? It means their products are massively over priced and we, the people that buy their over priced items, are dumb.
IF we all stopped buying at their inflated prices they would be forced to lower them. However WE will not so they will not.
They will sell them at whatever price people are willing to pay, like any business would do. Don't blame Apple. Every PC maker's dream would be to sell their wares at similar prices, but companies like Acer and HP blundered when they pushed cheap netbooks down people's throats for so long, people refuse to pay anything more than 300 for a PC and are shocked when their "premium" stuff doesn't sell.
Except for Lenovo (and Dell to a lesser extent through their Alienware line) but that's because they succeeded at differentiating themselves as "premium" with their products, the same way Apple does. Don't kid yourself. Aiming for the cheapest price points/lowest margins route isn't how ensure your company's success. It looks good from a market share standpoint only, while you struggle to make a profit.