Just look at the last 2 quarters
Quarter ending March 2014 - Gross Margin - 39.3%
Quarter ending March 2013 - Gross Margin - 37.5%
Quarter ending June 2014 - Gross Margin - 37.5%
Quarter ending June 2013 - Gross Margin - 36.9%
Also keep in find that in 2014 Apple increased their warranty accrual significantly. They also adjusted down gross margins because of free software. Thus the March 2014 and June 2014 margins would be over 40% if they used the same cost structure as in 2013.
Apple is selling a higher percentage of top end phones with the 5S/5C lineup compared to the the 5/4S lineup.
"The iPhone 5s, according to CIRP’s research, accounted for 62% of iPhone sales vs 52% for the iPhone 5 at the same time last year. The data shows Apple is selling more of its most expensive, high-end flagship models as a percentage of its over all sales for compared to last year"
Selling more flagships equals more revenue, gross profit and profit. By making the mid-range phone plastic Apple is giving an incentive for buyers to choose the flagship instead of the midrange. I think that was a GENIUS move by Cook.
Edited by sog35 - 8/26/14 at 6:54am