I don’t think it was just competitive posturing. He genuinely was down talking what is arguably the most successful consumer product of the last 50 years.
Professionals panning Theranos were not doing so because they thought it could not sell, or the cost, or other market-based concerns. They had "what you're saying is not possible based on my understanding of the physical world" concerns, and those questions were never answered at any point because it was a fraud and there was no answer.
That's exactly what Ballmer was commenting on - the iPhone's $500 price (IIRC) was going to cause sticker shock, had it not been spread over a 24-month contract period. When Job's announced the price, he didn't mention carrier financing.
And how are all smartphone apps developed?