This was my thought too; even though the article is from a pro-Apple site, the author wasn't trying to make any excuses, he just laid out the facts. He didn't b

This was my thought too; even though the article is from a pro-Apple site, the author wasn't trying to make any excuses, he just laid out the facts. He didn't bother trying to address WHY one would try to raise ASP; margin is obviously one reason, but simply keeping up with inflation is another.