That is the profit for devices. This is actually good for consumers, we can get more phone for less money/margin. Hence the rise of Chinese Android OEMs.
But isn't that what we're discussing? The claim is that the iPhone will kill off high end devices because no other manufacturer can make money selling expensive devices. If 90% of the profits flow to Apple, that kinda suggests Samsung, HTC, and all of the other manufacturers are left fighting over the scraps.