Read this twice over the weekend.

“Meta, today, has roughly the right price and is working forward to the right device: Apple has started with the right device and will work back to the right price”

https://www.ben-evans.com/benedictevans/2023/6/15/vision-pro

This reminds me of Seth Godin marketing advice that price dictates value. Lower prices implies lower quality and vice versa. Apple immediately put themselves in a higher quality category. They can also afford to do this because they have a core group of fans that will literally buy anything they put out no matter price