"But expecting to price the phone at more than twice what they are worth "
Apple has a gross margin of 39%, which is pretty good, but presuming the minimum gross margin an electronics manufacturer requires for a sustainable business is 20% - It's the difference between charging $560 for a $400 BOM vs $480.
Even if you don't value Apple's Operating System, Ecosystem of Developers, content, support, quality, design - let's say that all has absolutely zero value - Apple is still charging about 16% more than what their phones are "worth."
Where Apple really cleans up is in the 32/64 GB iPhones - They really take their customers to the cleaners for the extra 16/48 GB of flash ($100 and $200 respectively)