Angela Ahrendts' resignation could end up being a good thing for Apple.
Apple, of course, has always charged a premium for its products.
Consumers had to pay more for the iPod when it launched than for comparable MP3 players.
But under former CEO Steve Jobs, Apple recognized that in order to attract a mass market, it needed to offer products at lower prices and it needed to try to keep its prices stable rather than continually ratcheting them up.
To broaden the market for the iPod, the company introduced a lower-priced iPod mini and then the budget-priced iPod shuffle.
And when initial sales of the first iPhone were slower than expected, he worked with AT to subsidize the cost, slashing the upfront price and making the device a lot more appealing to many consumers.