The Apple Lisa was the first GUI computer Apple made. Starting price $9995 (or $35,000 in today’s dollars).

Yes, Apple has gone down market these days, but their history is really premium.

Or they start premium and then move down market like they did when they released the Macintosh ($2500 then or $8000 today).

And the Mac didn’t do much more than the Lisa and had no software. (The LaserWriter didn’t come for another year, and with it a use case of desktop publishing).

The iPhone came out around $800 (taking into account the contract with ATT) when most phones were sub 100.

If we had the innovative Apple of yore it would push out crazy new and very expensive products and iterate while bring the price down or forcing competitors to compete on tech and bring their prices up.

Apple today is just too risk adverse.