I don't shop for them so I don't pay much attention to the price. I just buy what I want and they run like a charm. And Apple's OS are so easy to use. Very intuitive.
I've been told they're a little more expensive than Windows based computers but not that much different. If you want cheaper, the windows-based hardware is cheaper.
I like the fact the the entire hardware and software systems are built and integrated by the same company, Apple. Microsoft, on the other hand, only makes Windows operating systems but no hardware.
I have three of them. Two desktops and a laptop. My wife is computer illiterate and she raves about how easy the iMac is to use. The laptop is used by our toddler granddaughter to watch her live-streaming cartoons and play some simple educational games. I use mine to run my businesses, do our books, and taxes and keep track of virtually everything in our life.
If price is no object, then get Apple.