Exactly. If the costs go up (raw costs, tariffs, etc.) to the point where the demand to pay that is too low they don't sell the product. So this is yet another way that the tariff may impact things. So in some cases there is still enough demand to cover the new higher costs so we see a price increase that removes low end consumers but keeps others. In other cases we might see that the costs are now too high so the product doesn't get produced which clearly impacts both the seller (no money made from that product) and the consumer (no product they wish they could have bought). So one way or another consumers and sellers and supply chain folks all suffer if we artificially increase costs.
If Apple decides the only way they can build the iPhone 17 is by relying on Chinese sweatshop labor, then somehow, I think we'll survive without an iPhone 11 + 6. The world hasn't needed the last 5 iterations of the iPhone 11, frankly.