Because it could be strategically good to increase their market share and loyalty when everyone else is increasing their prices, for instance? But no, the "fiduciary duty" thing trumps everything, I guess.
“We chose to invest in future market share, believing that was in the best interest of the company” is a perfectly valid choice for the company leaders and board to make.
I had the same opinion when they released the neo. In 3-4 years time there are going to be absolutely loads of them looking shabby and tired and running very slowly. Apple has been so careful over the past 3 decades to avoid that image, I'm surprised they are happy to go down that road now.