They have been off-and-on. They had a few notable price cuts back in the twenty-teens that made them damned competitive. At times they've been a rip-off but most of the "LOL look how expensive Apple is" stuff achieves such large gaps by comparing them to significantly worse hardware and calling it "equivalent". Plus theirs is the only consumer phone and computer hardware with a healthy used market, so you don't take as big a hit on recoverable value as soon as you "drive it off the lot".