Who said that? It was Apple, who sold their iPhones at astronomic margins, created walled gardens. There could be other solutions to this problem - one being, signing exclusive deals with vendors.
Why would they set prices at anything other than the level which maximizes profit?
I'm sure they're doing everything they can to cut their costs as well. That means even more profit. Lower costs only translates into lower prices if that results in more profit overall.
