People continue to say Apple makes huge profits. But in reality they have a world wide market share of 20%, with Gross Margin at ~40%, Net Margin ~20%.<p>Both Gross and Net Margin figures have been very consistent over the years, And increasingly many profits are from the financial arms, and other services.<p>One way to look at it, is that despite iPhone has been getting more expensive over the past years, Apple are actually earning less % on each unit.<p>In some ways, this is worrying.