Standard markup is about 100% on electronics from the bom cost, but things on a closed ecosystem that are supposed to make their money back in software and service licensing or normally so close to the cost. On something like a game console you are looking at a 10 to 15% mark up at retail. The wholesale price is very close to the bill of materials. The only company that really sticks out is Nintendo who sells at a 15 to 20% markup wholesale and then never lowers the price.
The really insulting thing about how Apple does it is the they add a 500 to 1000% mark up for storage ram upgrades. They even kept using 8 GB on the MacBooks when it was cheaper to run 12 or 16 GB ram ICS for the package size they were using.
And let’s not forget R&D costs or other investments (e.g. stores).
I’m no way defending them, they make a shitload of money on each phone, but they are still very expensive to make.
Standard markup is about 100% on electronics from the bom cost, but things on a closed ecosystem that are supposed to make their money back in software and service licensing or normally so close to the cost. On something like a game console you are looking at a 10 to 15% mark up at retail. The wholesale price is very close to the bill of materials. The only company that really sticks out is Nintendo who sells at a 15 to 20% markup wholesale and then never lowers the price.
The really insulting thing about how Apple does it is the they add a 500 to 1000% mark up for storage ram upgrades. They even kept using 8 GB on the MacBooks when it was cheaper to run 12 or 16 GB ram ICS for the package size they were using.