This isn't just an ethical way to do business--it's also profitable. The OP seems to be a very satisfied customer. Apple may have lost $750 (gross) on this one purchase, but over the next 10 years will likely make much, much more than $750 on the OP's future purchases, which the OP might not make if he/she were a dissatisfied customer.

This seems obvious, but many businesses don't seem to understand this.