To be fair, it isn’t just Apple. Cal explains:
By hook or by crook, by lies, damned lies, or statistics, or by psychological influence, every company that makes or sells anything wants your money. Including Apple.
Sometimes the effort is blatant. Sometimes subtle.
Were Apple’s AirPods too expensive for you at $169? By comparison, they seem cheap when considered next to the AirPods Pro at $259.
Pricing comparisons are one example among many.