Ted Thai/The LIFE Picture Collection/Getty ImagesApple has always been known for its steep prices. From phones to computers, tablets to cases, if it’s coming from Apple, it will probably be one of the priciest options available. This reputation for being expensive has spawned a nickname that has become popular with critics of the company: “Apple tax.” The thinking went that customers were willing to pay more to have the famous Apple logo adorn their products. Recently, however, we have reported that Apple seems to be backing away from its expensive image — offering its Apple Watch and AirPods at competitive prices that won't break the bank.