Comment by jama211

Apple is making like 100bn a quarter. 102.4bn last quarter to be exact. 1.3bn in a whole year is indeed something for apple to sneeze at.

And the ramp up is to design and organise manufacture of a whole new phone line. They also would likely have received a hit in sales in general if they didn’t upgrade the design as people would feel insulted and also it would stick out like an ignored pig in the lineup, which isn’t good for apples brand either.

The truth is, you’d likely make the same decision if you were CEO, especially if you have to justify it to shareholders.