Price Anchoring
At most of their keynotes when they release a new product, they often anchor the minds of the press and buyers. Apple do this by showing a price of £X00 and then saying it's actually much less than that. Look at the transcript of the iPad release: "If you listen to the pundits, we’re going to price it at under $1000, which is code for $999. Up on the screen comes a huge $999 price. Then: "I am thrilled to announce to you that the iPad pricing starts not at $999....but at just $499." The much cheaper price now feels like a bargain. It's an excellent sales technique in action.
Decoy Effect
Similarly, when showing the pricing metric for the iPad, Apple went with showing all the price dimensions together. This highlighted two things: 1) the highest price of the WiFi+3G 64GB model; 2) more importantly, the relatively bargain-worthy price of the entry level model.
Value Based Pricing / Emotional Benefits
Apple's marketing is mostly excellent. They rarely show the features of the product and more often focus on the emotional benefits of using their products. The famous example is of course using their iPad showing how grandparents can have a video chat with their children and grandchildren.
Bandwagon / Social Proof
Apple's branding and unique design is perfect for social proof. When you use an Apple product, it's fairly obvious that it's an Apple product. Therefore when potential buyers see this, they think: "All these other people are buying an Apple X, I should get one. They must be very good as so many people can't be wrong".
The Nibble
Similar to warranties, apple care and other 'add-ons', Apple have employed the wonderful 'Nibble Technique'. Once you've paid for a high price item such as an iPad, a relatively low priced item seems inconsequential. That's why tailors get you to purchase a suit before offering you a tie to go with it. Apple use this technique at the checkout process offering you accessories such as an iPad Smart Cover or an iPhone case. These tend to be low cost items with very high margins - they seem cheap to you, the buyer, as you've just spent so much on the something else. These add-ons can significantly increase sales and more importantly profits.