There are two kinds of Apple products - those they make for the mass market and those that are for Apple "enthusiasts".

Mass market Apple products may be expensive but they are still great value. Look at the $499/$599 Macbook Neo for a recent example, but this generally covers iPhones and other Macs, as well as Airpods, Apple Watch etc.

Then there are the $550 Airpods Max, $3500 Vision Pro, $600 storage upgrades, $700 CPU wheels, $230 "iPhone Pocket", $20 polishing cloth...

In the latter category there is no effort to actually compete on price or value, because it is made for people who will blindly buy anything with an Apple logo on it.