Excellent analysis: Wrong conclusion. The above case can be re-written. For a modest positive ROI, Apple can double its unit sales of iPad, which increases its power over suppliers and doubles the ROI for every HW cost reduction investment; While at the same time doubling Appstore and iTunes sales. Most importantly, it takes profit from competitors, reducing their ROI for significant investments, which will keep the competition in its current low price, low margin box.
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Excellent analysis: Wrong conclusion. The above case can be re-written. For a modest positive ROI, Apple can double its unit sales of iPad, which increases its power over suppliers and doubles the ROI for every HW cost reduction investment; While at the same time doubling Appstore and iTunes sales. Most importantly, it takes profit from competitors, reducing their ROI for significant investments, which will keep the competition in its current low price, low margin box.