That doesn't necessarily mean that lower prices are not possible.
You can expand the base of consumers purchasing your products by lowering your price.
For example, if you price it at $100 and you get 2 people buying it; if lowering the price to $80 means 5 people will buy it and for both cases your cost is $50; first case yields $100 profit, second yields $150 profit.
I agree that companies will aim to maximize profits and consumers may never benefit all the way... But with more competition, great demand... All these will drive prices down, as they have throughout the years. The nominal price of a DSLR previously was so high, now with inflation, a DSLR has become so much cheaper in real terms.