It’s fitting. Steve Jobs wanted Apple’s products to be for the common man, although he failed at it due to higher prices than the rest of the industry. But at least he had those good intentions. Tim Cook, on the other hand, wants to make Apple an exclusive brand (like Burberry, which is why he hired Angela Arhends) and raised prices thus raising the barrier to entry and excluding the common man. So it’s fitting that Cook is attending that exclusive event since his goal is to turn Apple into the computer equivalent of an exclusive nightclub like Studio 54.
Why you you think Apple is expensive? Maybe initially but Apple devices last forever and save money in the long run.
I've had my white MacBook for 6 years, my MacBook Pro for 8. My wife's HP laptops usually last for two to three years before they become unusable. I still use my 4th gen iPod Nano which is like 14 years old! I still use the 13 years old Magic Mouse. My wife killed countless mouses by now. I still use my iPad mini 3 which is 8 years old and still works far better that the Samsung tablets I got from work and which we get swapped out every two years because they become slow and unusable.