You are right. My earlier claim is incorrect. It is not a certainty that the optimal price doesn't change when costs rise. It really depends on demand elasticit

You are right. My earlier claim is incorrect. It is not a certainty that the optimal price doesn't change when costs rise. It really depends on demand elasticity. My reasoning was this: If Apple can get away with a higher price without demand dropping off, why would they not charge this higher price in the first place? But the idea is flawed. Apple could ultimately make more money selling fewer more expensive devices at higher margins than selling more devices at lower margins. So you're absolutely right. Of course they could also make less profit by protecting their margins. We don't know.