How do you determine real value and how is your determination of real value the correct one?

Particularly in the context of the article, where the author is advocating for startups to set the real value of their products before launch.

I disagree with the Apple example in the sense that Apple typically launches products in burgeoning or semi-established markets. They have comparables to base their initial price range on and one of the world's strongest, high-end brands which typically targets the mid-higher end of the market.

Marketing and branding play a huge part of a product's success and ability to set prices. What is the real value of a good brand?

This is why it's tough for me to take the bulk of the article seriously. In theory everything mentioned is great. In practice, the world, customers, and startups typically don't yield enough information to do "Pricing before product" beyond anything more than a rough stab.