Apple's quality is second to none. However, we're up against consumer forces that are squeezing the retail prices, and the cheapo Androids and Samsungs are filling the gap. That's the sad reality.
The point is, even though a Chevy or Kia or Toyota will drive 80% as well as a BMW or Lexus or Rolls, the whole market is not buying simply on "Lowest price". Some are willing to pay thousands even $10,000s more for a car that looks better and performs bit better (lets face it a BMW is only a bit faster around a track than a sportier model Ford). Same is true of Smartphones. NOT EVERYONE WANTS THE CHEAPEST PHONE --- AND THOSE THAT DO, ARE NOT GOING TO SPEND MUCH ON ITUNES or APPs. ANYWAY. Which is why Apple makes over $10 Billion just from those (which Android phone sellers don't). Android Phone sellers also won't make $7 - 14 Billion per year, Apple makes on its Cash.