It depends. Apple can afford to sell iPhone much cheaper than it sells now. For example, despite selling slightly less phones than Samsung, they get in profits around 9 times as much as Samsung (87% of the entire profits coming from phones, compared to Samsung's 10%). They can definitely afford to sell their phones much cheaper, which obviously will lower the profits (and eventually, their share price). But if that remains the only option, cause no one would want to buy a 1500 EUR iPhone, then they will likely do it.