I'm not convinced that Apple has played the "supply chain" card yet. Look at their prices. They get set on release and don't change for the rest of the year. Their margins probably get slightly fatter over the year. The iPhone starts to look over priced at the end of its life cycle.
If you look at their profits in phones last year, Apple are making (by my estimate) $31 for every $1 their competitors make (8.7% market share 75% profits).
Look at how much Apple can slash prices and still have the majority of profits. We have not seen Apple get aggressive on pricing.
If you look at their profits in phones last year, Apple are making (by my estimate) $31 for every $1 their competitors make (8.7% market share 75% profits).
Look at how much Apple can slash prices and still have the majority of profits. We have not seen Apple get aggressive on pricing.