When I was a kid I worked with my father building custom cars. We customized a car for the guy who owned a famous brand of liquor. He had a vanity license plate on one of his cars that said something like "3 Stars" on it and I asked him what that stood for. He said it was less expensive brand of the liquor he sold and then he went on to say "it's the same as the expensive stuff and if you tell anyone that they'll call you a liar, but take it from me, it's the same stuff". And he was right. I did tell people and those who purchased his expensive brand flat out insisted I was wrong.

Apple can charge more because they always have and people will buy it because they believe it's better.