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This is just revisionist history and completely wrong. Steve Jobs pretty much set Apple on the premium goods track when he returned. The iMac, iPod, iPad, iPhone were all developed under his watch and all were premium priced. Apple has pushed the margins higher but that's only because the market can absorb it. Computing is more central to people's lives and they are willing to pay a premium for a good experience.
I've started to think Apple is more competitive on laptops than it looks from the price. Every time I've priced out a laptop with similar configuration to my MBP (including a good-quality display, NvME SSD, good battery life), it always ends up costing about the same as an MBP. And then Apple's customer service definitely tips in their favor (I've been spoiled by fast, convenient, competent repair service at the Appl…
That didn't always used to be the case. Previously at launch an MBP was often quite keenly priced for the specs. But the last couple of generations have been badly overpriced.