apple was never cheaper than their competition, and when IBM got into PCs they were also not even comparable in quality anymore. Reality is that even in the early days apples was also more expensive and they relied on a dedicated fan base to sell their trash, to be fair they sorta earned their reputation in the super early PC space with actually good products but when IBM came in, it had better PCs at lower prices and apple was basically riding on pure brand power. Then they had a few good hits with the ipad and later the iphone (tho the ipad was not as significant at the time as people seem to think it was looking back) and now they have been entirely eclipsed when it comes to phones and are once again reliant on hype and brand recognition.

It is not a unique history by any means but i feel it is especially egregious considering just how shit apple products are and how expensive they are.