If they believe Mac users are happy to pay higher prices they most likely also believe Mac users are less prone to shopping around.
I think mac users have demonstrated they are for the most part willing to pay more for something they perceive as offering a better experience. You can't make that choice if you're some broke dude surfing from a 400 dollar *nix box, so I think it is given that average mac users are less price sensitive - the more cash you have, the more your time is valued imho.
FWIW, posting this from a slackware box with my mac cooling in the next room. So by all means, show me the cheap stuff first :)