I rather they up the quality and keep the prices then just drop the prices. They will remain "overpriced" in a pure parts to parts cost breakdown to other PCs because the money isn't just for parts in the computer its a package deal with customer service, OS research, design, materials. Whatever they want to call it.
I don't think of my computer as poorly built, but Apple doesn't go after structural build quality. Just press the Apple on the back of your screen, it takes no effort to touch the panel, which means anything on top of the screen or pushing or falling on it is scary to me. Then you go and look at the ugly looking lenovos but hey look at the structural build quality. Even those commercials where they just flat out drop the computers on the ground. My MBP which may look nicer, but the case dents easily the trim is coming up, and the thing is extremely hot. But that's just mine out of the 40 or so MBPs (exact same computer) in my studio at school, almost everyone has a build quality issue. Unfortunate but Applecare is wonderful. But that's no excuse for keeping the build quality down.
Oh and the hardware counts as build quality because theres no real standard configuration to where everything from the ram, HDD, fans, etc. is placed under the shell, its really up to apple to design how it all fits.