Marketing, M&A, and price? See, it's a vicious cycle, the aggressive M&A strategy leads to a need to increase sales, which leads to a larger marketing budget,

Marketing, M&A, and price? See, it's a vicious cycle, the aggressive M&A strategy leads to a need to increase sales, which leads to a larger marketing budget, which finally trickles down in to the price. Now price is actually segmented itself, in terms of up-front elasticity and "walled-garden" elasticity, which Apple can monitor independently of device sales through marketing novelty through the app store and seeing if the nibbles are elastic onto services, say like Apple+. Historically they also have segmented product (XR, Pro XR) to get more data points for the degree of price elasticity, which is probably most responsive because they're the most expensive thing on the broad market.