No, no, no, Apple, don’t make them cheaper. Would Bentley sell more Bentleys if they were half the price? Maybe, but they’d make half as much money as Lord Snooty wouldn’t want to be seen in a car his butler could afford. If Waitrose sold stuff at Aldi prices to pull in Aldi shoppers it would be quickly abandoned by its regular truffle-oil and tahini buyers. Innovation and quality is what you need, Mr Mac. Which I guess is not so easy as, alas, you’re Job-less these days.