> Yep, it doesn't matter if reference displays cost $40k+, if most people who thought they'd want to buy an Apple display are comparing against displays that cost $1k ± $500.
This display is for a completely different audience. For the audience you're talking about, Apple sells pretty great LG UltraFine 4K and 5K displays already.
I have a 5k iMac with 27". I would like to have a slightly larger display, but there are not many high-dpi displays around. There would be a large market for a screen larger than 27", high-dpi, and somewhat less expensive than the new display.
I think they'll end up selling the new displays to two market segments: (1) people who actually use the high-end features in their work, and (2) people who have deep/corporate pockets and want to show off that they can afford the most expensive tech imaginable.
There are quite possibly more people in the second group than the first.