Which products? Their smartphones cost about the same as others, their tablets are around the same price (and cheaper in quite a few instances), their laptops cost around the same as the top of the range ones from Dell, Sony, HP etc (which is what they are pitched against). Why are people happy to pay more for a premium brand car but think a premium brand computing product is ridiculous? Or are you actually entertaining the notion that a macbook pro should cost about the same as a Dell Studio laptop? If so, you're obviously completely mad.
Yes that, not to mention inferior build quality, no multi-touch trackpad, no back lit keyboard, inferior battery life. Just because it has similar specs it does not make it an equal competitor.