That's what I don't get about Apple.
If I were in charge, I'd be making lower entry point devices, globally. They'd absolutely kill.
All the people who buy the premium devices will still buy premium devices.
It's not like they don't have the equity to do so....
Who knows for sure, you may be right. And for certain, Apple in the short term loses out on a ton of sales by not following a more Amazon-ish route (provide options at all levels of the market space). However, I am not one of those who agree. Apple going after the cheaper cost spaces of the market would be a mistake (yes, on rare occasions they do offer modestly lower end of the space).
id liken it to BMW. They could try to compete with the Ford Fiesta but BMW’s name would be on that low end product. The BMW Ford Fiesta?BMW would be marketing it in a space that is very occupied with existing players that do it cheap and decently. In the long run BMW is unlikely to succeed. But their premium name as plastered all over the marketing of the low end car.
BMW has worked hard over the years to make their name synonymous with a quality higher end product. You pay a premium for the name and the quality experience you expect behind it. Apple has for many years tried to be the same way with their name and product.
In terms of company dollar value, maybe only the Dutch East Indies trading company (circa 1600s) has ever been a bigger company than Apple. Given Apple’s incredible success selling a name, its quality for mid to higher end, with a safer ‘securer’ easier to use eco — which allows for thst premium added to the price — why would they change that(risk that) to battle in markets that Amazon, Google, several Chinese companies occupy very fully?