But internationally, Nike has been stumbling. European retailers are looking for much more modest price points, and that hasn't been Nike's strength.

They really have tried to have a very different product, and they had to do that simply because Nike is such a huge force in the marketplace, with about a 44 percent of market share in this country.

Price increases there are at a more modest level which looks much more sustainable,

The price points are coming down. Along with better handsets, it's stimulating for 3G.

A deep thinker but very modest,

The price has nothing to do with costs, so the sellers have to grope around for price points that the public can live with and that will make the company enough money to pay their acquisition and royalty costs. Certainly, Apple knows that if they raise prices too fast, 'free' will become more attractive.