Company Directors are legally obligated to maximize shareholder value. That means either short term profits or the expectation of longer term returns. They provide goods and services at a price that the customer is willing to pay for. By and large, better services cost more money, which is why historically iPhones and iPads have had significantly higher prices than competitors. Now Apple are in a position where they can offer a product that isn't significantly better than it's competitors, at a higher price, because of goodwill built up in the brand.
I don't need any 'edumacation' when it comes to basic business concepts. I'm a qualified management accountant, and am well aware of Drucker's work. But it's 2016, brand image is king, and customer loyalty gets milked for all its worth