that would be the first rule of a failing business modelDing ding ding!
First rule of business: Avoid price wars. Compete on "features", because a feature war doesn't hurt profits.
in fact, that's exactly what Sony tried to do and lost
Apple is unique in this regard but they haven't had very much market penetration with most of their products and argue that's not what they are trying to do anyway
in general, though, consumers purchase on price and not much else matters