When selling hardware, unless you are extraordinarily dominant in a very large and highly competitive market (television manufacturing), care only about markets

When selling hardware, unless you are extraordinarily dominant in a very large and highly competitive market (television manufacturing), care only about marketshare (lower-tier smartphone manufacturers), or have another revenue stream (game console sellers) generally speaking you should target 3x BOM as your final retail price at an absolute minimum. That's just for hunks of plastic. For complex (not a hunk of injected-molded plastic) devices with high non-BOM costs, you should be targeting 4x-5x at a minimum. Also, the 3x-5x rule is for bare-bones lean operations. If you actually want to make money, compensate your employees well, practice good environmental stewardship in the construction of your products, use a manufacturer that treats its employees with respect, and have a healthy business where you are prepared to weather future changes in the market, your BOM costs should be LESS THAN 20% of the MSRP. The model is also different if you are a Shenzhen ripoff factory dumping goods onto the market through Marketplace Sellers or Drop-Shippers. But that is not a model compatible with long-term prosperity or worker satisfaction.