But see, it's not an either-or. Nordstrom doesn't have to become Walmart, and not all phones have to compete as feature phones. Certainly Apple knows it will

But see, it's not an either-or. Nordstrom doesn't have to become Walmart, and not all phones have to compete as feature phones. Certainly Apple knows it will die if it has to compete as a feature phone. The question is how you stay away from competing on price alone, and the answers are usually through value, innovation, customer service, quality, and intangibles like branding.