It may be a test but having pricing power doesn't mean they're a monopoly. They have pricing power because they deliver more consumer surplus in their products

It may be a test but having pricing power doesn't mean they're a monopoly. They have pricing power because they deliver more consumer surplus in their products than what they capture. Even in the case of the iPhone business having rising ASPs most of that has come from segmentation of the customer base into higher end models rather than simple price increases. You don't need to have a monopoly to have pricing power, your product just needs to be differentiated enough.