Apple has lots of legacy code, you know, when you see instant vector graphics in apple maps, Apple is using decades of software done by dozens of genius programmers over time when efficiency mattered(for example for drawing fonts on the screen). This code, then, became accelerated.
Apple bought a hardware semiconductor company that designs specific hardware for them that makes for example instant photos or slow motion video, or hardware acceleration of playback(which makes battery last way longer than anyone else).
Apple sells millions of devices and this means they have access to a supply chain and prices you can't get. period.
If you want to compete with Apple, do what Apple will never do:
- Add the option to replace the battery and RAM. - The option to use it on sunlight, like Pixel Qi. - Make the hardware open source. - Make the case also open so people can 3d print it or mechanize or whatever, like a Harley Davidson. - Make it rugged so people can use it in the beach.
You have to find your niche in what the big boys will never care to compete or just scares them.
Forget about lesser cost, your prices need to be way higher than Apple because at first you will be selling thousands st most, not millions.
I have a company. I don't care if I have to spend double or triple what an air cost if it solves a problem no body else solves(and it makes me money). I spend 50.000 or 60.000 dollars in some machines(because they give me lots of money back).