In his final earnings call as Apple CEO, Tim Cook is leaving the Mac-maker exactly as he found it: the biggest company in the world by market value. As Cook bows out and incoming CEO John Ternus prepares to take over, the company seems to have a renewed focus on what it has always done well: consumer products. Despite raising prices on iPad tablets and computers, Apple has held the line on the iPhone, a gambit that has paid off. Simply put, downstream players have less pricing power and less resilient customers than Apple. Scroll Now, Pay Later: Analysts expect Apple to raise the price of iPhones eventually, but the company has a plan to maintain sales volume, too.