A) Why shouldn't the consumer pay? The choice to market the product is just an overhead. Overheads are taken into consideration when pricing a product.
General overheads in the product;
Cost of manufacture (say $100)
Cost of shipping to the US
Cost of warehousing product
Cost of Distributing product to regional stores (people in regional areas shouldn't pay more for the same product due to their location, so this expense is integrated into the standard pricing)
Cost of
Cost of paying local staff to sell the product
Cost of running local stores; store rent, electricity bills, staff wages etc etc
Apple run a business. Businesses are designed to make money. To do so means incorporating all of the costs for a product into the final pricing + adding profit.
Of course, as a consumer you personally don't care about this, because you've never run a business or been in management, but for those of us who have been involved in management aspects of a business, yes... there are more costs then the everyday person will see or care about.
Bingo!
Besides, Apple is making most of their money on the iPhones from the cellular provider. Cellular provider pays 650/750/850 per phone (depending on memory capacity...) End user pays 199 for that 16GB build with contract extension...
Also to argue about your point of bulk buying, I am pretty sure that is included in the above cost to build. (Unless you can get Sony to sell you a single 8MP camera for $20.... then I'll retract this statement.)
The other side of this coin is that it also doesn't factor in R&D costs. (or acquisitions of small companies like Siri (which I believe cost Apple over $200 million dollars))
Bottom line; Apple is out to make a profit like any other business on earth... Duh. Considering the cost of the actual parts vs. the price the end user pays w/ 2 year contract.... I'd say it's a WIN-WIN-WIN for everyone. (Apple, Cellular service provider, and customer.)