Hi thinking was that people want clean, simple and minimal features and they would be willing to pay price for it (same as what Jobs might have said). But in reality, people buy high end phones for clean, simple and high end features. The problem is that developing last thing takes huge capital and long time. There is no way to compete with top dogs in high end market. If you are a small company, only viable way for you to succeed is keep the prices low and carve out a niche.