That was a huge problem of his that he fixed the second go-around (mostly - the Cube was beautifully expensive and would fracture). But from like 2000 to 2013 or so Apple would put out stuff that was a little more expensive than the competition but usually had enough features and quality to make it easily worth it.

Now they're selling $1,000 phones, gold watches, and machines that are way overpriced for what they offer. It's a noticeable shift.