The problem is Apple HAS the money.
It simply does not want to make items customers want.
It makes items, then persuades customers they want it.
For years (and it nearly killed them) People wanted cheap desktop mac's great graphics cards. Mac's could of been THE gaming platform but they just kept it all too locked down and lost and it pretty much killed them till Steve came back with the iToy stuff.
Same with phones.
Apple COULD for the past few years of been offering various sized phones at various price points running iOS and not allowed Android to take over.
But no, again, like the desktop they kept things locked down and now Android in ownership terms is miles ahead.
They are great at making what THEY want to make, and making money from their loyal fanbase.
Locked down systems NEVER win in the long term.
I beg to differ. $600/sh says a lot right now.
Lots of companies limit their scope. It works. It's been proven.
You don't need to be successful by catering to every single person, just most of them. It costs a lot of money to design something for each person. That cost can kill a business quick.
Apple is profitable. That's all that matters.