That’s not how margins work. Gross margin is revenue minus cost of goods sold. That margin has to pay for all other costs the company has - salaries (mainly), marketing, rent, R&D, cleaning ladies… Sonos’ EBITDA is about 7%. That means if they add a cost of just 7% of the selling price, they will lose money. This is a very, very important distinction in this discussion (and any discussion where consumers think a company’s margin is too high).
In comparison, Apple’s EBITDA is around 34%, on GM of 46%, so yes Apple is in a much better position to absorb costs. Even though their gross margin is not actually much higher than that of Sonos.
