> From what I know Apple has a rule that everything must be sold at 40% margins. As for all rules, it's a rule except when it's not. On the top of my head Appl

> From what I know Apple has a rule that everything must be sold at 40% margins. As for all rules, it's a rule except when it's not. On the top of my head Apple TV [0] had a 20% predicted margin presumably because they wanted to actually sell them. Otherwise 40% margin is usually calculated against the BOM, which doesn't mean 40% of actual profit when the product is sold. In that respect we have no idea of the actual margin on a macbook air for instance, it could be 10% when including their operating costs and marketing, or it could 60% if they negociated prices way below the estimated BOM for instance. It's just to say: Apple sells at 8Gb because they want to, at the end of the day nothing is stopping them to play with their margin or the product price. [0] https://www.reuters.com/article/idUSN06424767/ https://www.reuters.com/article/idUSN06424767/