Apple held phone prices while jacking up computer and ipad costs, obviously to protect market share of the flagship. The entry level imac went from $1150 on sa

Apple held phone prices while jacking up computer and ipad costs, obviously to protect market share of the flagship. The entry level imac went from $1150 on sale at several stores that week, (was 1300), to $1500. Apply that percentage increase (1500/1300 or 15%) to a phone and watch sales drop.