Massucci's Take: Apple making more while charging less

Recently I bought an Apple (AAPL) iMac, and after upgrading the hard drive and opting for a bigger display, I wound up spending more than I had planned. Listening to Apple's earnings call this week, I discovered that many of its customers have had similar experiences buying Apple products.

Apple CFO Peter Oppenheimer said that Apple recently finished its "most profitable quarter ever," selling more iPhones and Macs than in any previous quarter. Interestingly, while retail prices have been cut on many products, the average selling price for those products has risen. How is Apple doing it?