A study analyzing just the hardware costs of the 2012 iPad shows a basic Bill of Materials (BOM) cost of $310 in components, up $34 from the BOM of the previous iPad. The estimate, which does not account for other costs such as software, distribution and marketing, shows that Apple's "margin" on the iPad when the hardware cost is subtracted stands at about 51 percent, down from the 57 percent of the first two models.
