The average pleb can't afford a new iPhone. Employment is high but salaries are stagnant, meaning that people are struggling to afford basics. iPhone ain't ranking that high, esp. when you can get reasonably good Android alternatives for cheaper.
They can't afford one, doesn't mean they don't have one though. Salaries are stagnent compared to inflation yes...but thats average. If you look at the huge amount of retirees that exited the workforce over the past 2 years and factor in the bump that means everyone else got (to stay "flat") it means many people have more money than they did even when compared to inflation.
For renters it's worse, but those who own homes that bought more than 2 years ago they are in a good situation because their largest monthly payment probably hasn't changed significantly.
They took advantage of being able to charge higher prices, but they certainly didn't do it on increased volume.