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Correct. More than brand image, I think it's profit margins that matter to them the most. They're not going to panic if the iPhoneX falls to 2nd or 3rd spot. As long as the user base is "big enough" (meaning users that BUY apps, movies and music) and their profit per phone remains high.
I kind of doubt that's the reason, because until recently they didn't give much if any money back to shareholders. It's something Steve didn't believe in, but Tim apparently does.
It seems they think this is the best way to may most money. It's hard to say they're wrong considering how much they bring in compared to the competition, but it's a dangerous tactic. One day the balance may shift and Android will become the #1 choice for developers and accessory makers and relegate the iPhone to second. It will be hard to turn that back around again.
Personally I'd go for marketshare and earn more money with app and media sales.




Member since:
2011-05-12
Apple can easily lower prices, still make profit and sell a lot more phones.
As they don't it seems they do this by their own choice, preferring a premium brand image to market share.