iPhones aren't a monopoly (yet): they have to compete with Android phones still, plus Apple probably prioritizes increasing their marketshare and retaining cust

iPhones aren't a monopoly (yet): they have to compete with Android phones still, plus Apple probably prioritizes increasing their marketshare and retaining customers over maximizing profit from iPhone sales. iPhones generate a lot of other profits from things like the app store, not just from the phone sales, so pricing the phones maximally would hurt those.