AndrewMD

The problem with his response comes from being so far removed from the average consumer which Apple originally reached to appeal to in order to get to the place they are today. As others have commented, research and development is always going to be a factor for any company and it is incorporated as such in their balance sheets and amortized over a number of years to reach maximum benefit. There is nothing wrong with Apple creating a premium line either. Apple needs to make two lines - one that is affordable for average consumers and the other for professionals. I could see a line of non pro Apple products that should range from $500 to $1000 for computers/laptops and $400 to $800 for mobile phones, tablets, and wearables.