Here is another excellent read “The Ride Is Over: Apple Faces the End of the iPhone Boom” from Jason Snell of Tom’s Guide.
Ultimately, Apple’s job is to make the most money it can. If it can raise prices and increase revenues, it should raise prices. But if it pushes those prices too far, revenue will drop. Apple’s moves in the last two years suggest the company is doing a lot of experimentation with its most profitable product, hoping to find the sweet spot of the market. I’m not sure it’s found it yet.
One thing strikes me with this article. There is nothing about focusing on the products and too much is about sales strategies. To me, the more you spend on creating new sales strategies, the less the products you are trying to sell is attractive.