Maybe demand increases as the price increases?

A Veblen good is a type of luxury good for which demand increases as the price increases, in apparent contradiction of the law of demand, resulting in an upward-sloping demand curve. A higher price may make a product desirable as a status symbol in the practices of conspicuous consumption and conspicuous leisure. A product may be a Veblen good because it is a positional good, something few others can own.

https://en.wikipedia.org/wiki/Veblen_good

I think it does if the product isn't seen as best-in-class. I mean, whichever kind of fanboy you are, you have to agree that a late-model iPhone is an absolutely excellent phone. That's a different question from whether it's worth the money. I am guessing that these wheels are also excellent but that Apple hasn't communicated that well. They don't talk about how these wheels are great. They just say that they are wheels.

Because at the end of the day, no matter how great they are, they are just wheels.