Yeah, it's probably more accurate to say that they're competitive while preserving their margins.
Apple will never sell a device for which they can't keep a healthy margin. They've optimized their supply chain and component procurement in such a way that they can make absurd margins on an iPad 2 and competitors still have a hard time beating them on price. They have to compromise with smaller screens and pretend that's part of the design strategy.
Apple will never sell a device for which they can't keep a healthy margin. They've optimized their supply chain and component procurement in such a way that they can make absurd margins on an iPad 2 and competitors still have a hard time beating them on price. They have to compromise with smaller screens and pretend that's part of the design strategy.