TL;DR: The ability to raise prices without wrecking demand is a sign of business strength.
Pricing is often the fastest path to better profit.
Apple can price above peers because buyers perceive differentiated value, trust the ecosystem, and accept the premium.
Underpricing because it feels safer.
The ability to raise prices without wrecking demand is a sign of business strength.
You are here because this concept becomes more useful after Product-Market Fit and before Price Elasticity.