What is the point in trying to defend apples pricing? Outside of the iPad (which sets in its own unique area, and does what it does very well),the competition has leveled the playing field in all other products. For example:
The s8, LG G6 (or whatever it is), and the pixel (soon to be pixel 2) all offer a compelling alternative. These alternatives are not really inferior in anyway, and all have their strength and weaknesses. You name something iOS does better than Android, and I'll name the opposite, and vice versa. It's a matter or personal personal preference here. One could argue the s8 is the best phone on the market currently, and doing so should logically admit that the next iPhone/pixel will be newer and have and likely better in some way...yet by the time these two phones are readily available, the next galaxy, etc is a few months away.
MacBook: surface devices, XPS devices, etc all offer their own set of compelling features. If anything, the OSes are becoming more and more alike, and thus this is apples biggest disparity (imo). The prices of the MBPs are hard to justify compared to the competition. But...who said you need to justify it? Just enjoy it.
Apple TV: there is little to argue in favor of the apple TV, unless you need the ecosystem.
Apple watch: great product, and the price is decent. The competition is getting better, and I think the gear S3 is on par. I own both, and can see the appeals of both.
The point here is that their is competition on all fronts. There is only so much justifying of the apple tax (aka the higher price) you can do, before it gets to be a bit ridiculous. Apple charges more than anyone else, period. If you think it is justified, great, but that doesn't make it the objective truth. Every company, from cars to software, eventually has to acknowledge the competition and begin to consider them when they price their products. Apple has been immune to this, but it won't be forever. History and logic dictate this.
That being said, I am interested to see what the new iPhones bring to the table. It's always good for the customer when competition fuels innovation....as long as it isn't stiffled by absurd pricing.