For #1, I would suggest the answer would not help sales....I think it would look like this (apologies to Apple's old "good, better, best" computer labeling):
Server: expensive, more expensive, you can't afford it
Desktop: nicely priced, expensive
Mobile: nicely priced, expensive, pretty expensive
Of course, if they made it that simple, then this would happen:
Cheap server: buy ARM
Cheap Desktop: buy an older PC
Cheap mobile: ARM
REALLY cheap mobile: buy last years' ARM
For #2, the performance isn't really much different for most people. Running office and surfing the net probably are more limited by typing speed and internet connectivity than the speed of your CPU.
I think most people pay those prices because they want the simplicity (either real or imagined) that Apple has over the other options.