These threads pop up every time there's a new iOS device release. The authors always, without fail, ignore the fact that payroll is the single largest expense that any company has. Apple pays for designers, engineers, artists, secretaries, janitors... you name it. Not to mention the distribution channel, marketing and many others. Of course the components cost far less than the retail price. If they were even close Apple would go broke, taking a huge loss on each hand set. The only time you see component price match sale price is when the company is using the product as a loss leader. The Kindle Paperwhite for example.