Apple definitely still has products that cross into the luxury brand category. For example the Apple Watch Hermès, which starts at $1249.

https://www.apple.com/shop/buy-watch/apple-watch-hermes

Luxury watches are often five figures or more.. in that context $1250 is a deal.

But luxury watches are priced like cars. In that context, a four-digit price tag is competitive, if not downright cheap.