People spent in aggregate way more to accomplish fewer things before the iPhone (or equivalent high-end Android phone).
My smartphone is my primary camera, my communication device, my transportation lifeline, my business operations lifeline, etc etc.
I can't afford for this one thing to be the point of weakness. $1000 is extremely cheap relative to the value I get out of it - it would be a waste of time and money for me to skimp here. Not to mention, once you're in the ecosystem, breaking your workflow is extremely expensive so there's an element of lock-in.
Apple are in a stronger position than anyone gives them credit for.