The BOM is only part of the value in a product.<p>Apple, notably, recognizes and is consistent in asking for all the value they associate with a product.<p>Good for them. Seriously.<p>I love those, "Why can't someone make X, but cheaper, but also like Apple?" type conversations.<p>To answer it, one rapidly arrives at more than the product and it's immediate scope of software and hardware. There is more than that involved.<p>And it's worth something.<p>Worth what Apple asks?<p>Plenty of people pay. I have not, only buying a 2012 MBP. Great machine, love it, and I love it for a lot of reasons not associated with all the other Apple stuff. Because of that, I consider the machine pricey for what I got, but that's me, not Apple.<p>One other thing about all of this centers on just who Apple is selling to:<p>Often, they are selling to people willing to pay for value, not just product specs, or fairly narrow scope functionality. Android, for example, offers a TON of functionality compared to an iPhone. But, that value proposition is well distributed and lightly controlled.<p>It's hard to get margin for that, particularly when so many entities are involved, all seeking something for whatever value they provide, from whomever sees it as worthy.<p>ADS lubricate that whole system, and I would argue for the good. I like Android a lot, have my issues with information and how it's used, but overall, I'm not burdened so much that the value is in the red.<p>Apple does not do that, and instead offers a more structured, curated environment. Again, to many people, that is worth a lot of money. Information sensitive? Worth even more money!<p>Just a couple examples that speak to how non-inclusive pieces like this are.<p>BOM compare isn't even close to the story, and it won't ever explain the margins, nor why people do what they do either.<p>Love Apple, hate Apple. It's all good. I kind of hate Apple more than I love them, but again that's me! I totally recognize their value play, and commend them for it.