Have you ever thought maybe they are not using as many component as before due to design change?.
This is what AAPL has said in their conference call which conveniently was ignored by CNBC.
By ordering less component they are going to gross margin as well.
That's possible. Plus don't costs of most advanced electronic parts, such as Memory and Microprocessor chips go down about 15% per year historically. Even if Apple had not suceeded in reducing the number of parts needed by design change? So there could be growth in number of units produced, and yet exceeded by decline in costs per unit, which yes would increase the gross margin per unit produced provided end-user selling price stays same.