I recall a time when Steve Jobs specifically fixed the price of Apple products as part of a reseller agreement. His defense was to prevent resellers from discounting Apple-branded products below what Apple Stores were selling the same. He harkened back to when Pepsi-Steve licensed pre-macOS X to other hardware vendors who made faster and cheaper hardware than Apple could make, then marketing the clones in stores that weren't Apple-authorized.
On a personal note, it bothers me to pre-order AirPods Pro 2 via the Apple Store, just to discover Amazon sold them on day-1 for a cheaper price. I think it's a terrible business model that Tim Cook has endorsed that erodes consumer trust and brand loyalty, and causes the market hesitation. It's a weird coupon game that is frustrating during a time of high-inflation, interest rate hikes, and corporate layoffs.