They're basically doing what BMW and Mercedes dealers have done for a long, long time. Overprice the repair labor and repair parts, market the product to people who don't particularly care how much it costs, and charge a ridiculous amount for scheduled services.

There's a reason why a ten year old BMW 7 series has terrible resale value, the parts are incredibly expensive and rare/hard to find, in addition to the intentionally overcomplicated engineering of many subsystems. Using the 7 series as an example there is a steel cooling system tube that runs through the top center of the engine, with a rubber gasket on it. It's a thing that commonly fails and if you need to replace it, the "book rate" labor to do so requires something like 13 hours of labor (at $150/hour?), because it requires removing the whole engine.

Even if you are willing to take it to a third party small repair shop that specializes in german cars, your repair costs are going to be a lot higher than a ten year old Lexus.

Apple gluing things together in a way that can't be easily serviced (look at ifixit's repair scores and teardown photo galleries) is very similar.