The problem about these prices is, that most people use their phones for longer time now and a flagship phone is no “must have” for these people. Means, the number of people who buy phones when these are brand new is getting smaller and smaller each year.
And these customers don’t look for flagships, so you can’t catch them with flagship pricing. I really don’t know why Apple still thinks a smartphone is something special, it’s just a thing, something you have anyways.
They don’t have anything new, just updates for what anybody already has in their pockets. They should focus on their cloud based services and security, the hardware must get cheaper to sell those.