In microeconomics a phrase is well known: consumer surplus. This is the price difference between the customer's willingness to pay for a good / service and the market price. Apple started selling iPhones from  $499 to $599, now the price is from $479 (with trade in) to $1449. What happened with the consumer surplus?

In two words: Apple tax. Apple 'taxes' its customers and applies this method to all products and services. Maximize profit; does what Apple has to do.

If I am a shareholder of Apple, this behavior is welcome. As a customer, I am also happy - I should, otherwise I would have chosen with my money the phone of another company. So be profitable not evil at all, not against the customer. When (state) protectionism comes into play, it gets complicated. In the case of Apple, Chinese companies face headwind - they are banned or taxed. In this case, the customer is really losing - the competition.