Apple reported selling 43.7 million iPhones during its second fiscal quarter for 2014, beating analyst estimates and showing better margins in the process. Despite that good news, Wells Fargo analyst Maynard Um sees a time coming where Apple will have to choose between maintaining high device margins, or driving unit sales.
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There isn't anything stopping Apple from selling iPhones at a higher price point, and that's possible if the next new model ships with a larger display. That doesn't mean Apple will stop selling iPhones at current prices, and it doesn't necessarily mean iPhone sales will suffer. If Apple wants to keep its high margins on iPhone sales, and can't keep component costs low, it'll have to raise prices across the board, and that's the part that could impact sales.