IIRC this really took off with the antennagate fiasco on the iphone 4. I was working for Verizon at the time and this was also the first one we were able to sell. I forget who it was that did it but I believe it was Apple in response to people "holding their phone wrong" so they bumped everything up a bar so you couldn't tell. There was a lot of competition at the time but also all the androids had better margins so they wanted us to sell those instead.

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SkiFire13 4 days ago | parent [-]

> but also all the androids had better margins

That's not something I was expecting to hear

	▲	hshdhdhehd 4 days ago \| parent \| next [-]
		Makes sense that Apple offer lower margins for retailers as it is the stronger brand. Supply and demand. "Oh we wont sell Apple... yeah right!". But then of course if you can push a customer one way or the other it will be to the higher margin product.
	▲	bombcar 4 days ago \| parent \| prev \| next [-]
		Part of Apple’s high margins is being able to bully retail into taking lower margins. And they sell direct, too.
	▲	sanex 4 days ago \| parent \| prev [-]
		Yeah they essentially told us that any resellers had to pay retail for Apple products.