I don't think it's a fair assessment to say that consumers don't care about price. It might not matter as much as other factors, but it definitely still matters to a lot of people. Price was a major factor in why I sold my Macbook Pro. Why am I going to pay $1,000 more for an inferior laptop (I can afford it, it just doesn't make any logical sense)? A young art student friend of mine wants an iPad, but after I told her you can get a Samsung for only $180 (vs. $400+) she's looking at Samsung, especially since the iPad is known to have heating problems.

I will say that quality is the biggest factor though. Apple sabotaged its Macbook Pro with that stupid touchbar and terrible keyboard. My (female) friend who's only ever owned iPhones is going to switch to Samsung next time unless Apple makes a small iPhone because she said the next design is really ugly.

Apple deserves their current troubles because they destroyed their formerly top of the line products. Closed systems might not matter to the average consumer, but it's one of the main reasons I've never owned an iPhone and refused to buy a Mac until I had to for work. Perhaps I'm in an even smaller minority there, but it's certainly false to say that all customers don't care about that.