They know their target demographic and how to maximize profit.
Let’s face it; Apple fans have been willing to put up with a ton of nonsense including price for decades now. There’s simply no reason for Apple to assume that won’t continue to be the case.
Those with deep pockets, including financially healthy businesses, will keep buying these things no matter what alternatives exist… because it’s Apple, it’s a Mac, and it’s OSX.
Meanwhile the Windows / build-your-own space is developing in awesome ways this year. No better time to build either a semi- or fully-pro Windows machine in my opinion.