Apple makes hardware too, as its major products. They're as much a hardware company as they are a software company. The cash cache gives them a lot of flexibility. Microsoft was able to use its cash for the Xbox, and Apple can use its cash for all its stuff (iPhone prototypes, tablets, whatnot).
i know i'll be downgraded for saying this and i'm ok with that because most of the hackers are apple lovers and this is hackers community and not marketing forum :) but anyway if you think that apple charges reasonably for their products then you've no clue how apple is doing in other parts of the world - marketing research says that companies like apple had made money from westerners ONLY !!!
yes, apple offers quality products
yes, apple charges for premium
yes, apple has all the innovation working for them ....
But
Apple is a hit in western world only where people spend blindly .... look at the success rate of apple in 3rd world countries (where population is huge) - you will know that they are nowhere in top 10 --- surprised? let me give you an example:
ipod: a music player that is a huge hit in north-america is a super-flop product amongst south-asians!!! WHY? Why people who are known as a smartest consumers in the world don't buy ipods? the reason is not only the price of an ipod but also the lack of features in ipods ... the other mp3 player offer way more features than ipods ... and sound quality is as good as ipods .... So why one would pay more price for less features and get a same quality of output???????????? this is not me who is saying it, its a huge market research for all the premium products that has a good following in western countries but no takers in other parts of the world.
So the same product that we call "premium" in america (or western world) is labeled as a "rip-off" in other parts of the world where a person is called as a foolish for paying more price and getting same quality output but way less features...
yes, a lot of us here are partial to apple's products. but we still like to hear opposing viewpoints, so long as it's done respectfully. telling us that we 'have no clue' is not respectful. that's why you're getting downmodded, not because you're taking an opposing view.
There's a way of saying what I think you're trying to say. Unfortunately I think you failed in the method of delivery. Personally I see that (part of) the success is the fashion element of the iPod etc and I feel this has a stronger pull in the west than elsewhere, partly because of the sophistication of the marketing machine.
Every major software company hoards cash. MSFT, GOOG, APPL, everybody. So Apple's got a lot of cash... so what?
It's a lot of cash, but they've been doing well lately. :)