I would love a competitively-priced pro-motion external display, but Apple historically has not paid much attention to this space. I was disappointed in macos, with Apple Intelligence stealing most of the oxygen to (at best) middling results, and common asks ignored year after year (why exactly can't I access my Health app on a mac laptop?).
In general, I would say Apple's displays are fantastic quality but I would rarely call them competitively priced.
Apple prefers to release displays that have no equivalents and then prices them accordingly.
Apple gets an F from me until the SSD is user upgradeable and this party vendors are supported.