I think it's great that Apple is making a cheaper yet better reference monitor, it will allow lower end studios to use higher end monitors than before.
However. I do wish Apple also made a regular old display for us regular old people. Like they used to: you know, like the display in the iMac, but separate. It was called the Thunderbolt display but it wasn't a reference monitor for pros, it was a regular but still great display for regular people, to connect to a Mac Mini or a MacBook, among others. Yes, it was overpriced, as it cost as much as an iMac, but they could have just lowered the price? No, instead, they just made a display totally not targeted at the people who would have bought any of their previous displays.
Nothing wrong with their new Apple Retina HDR Super Mega XQHDFQ display, but that is not who their target audience used to be. Apple used to make consumer products that were so good that even pros would use them. Now they want to make pro products that only compete with stuff that 99% of people would never even dream of. That would be fine if they also cared about their usual high-end consumers who have more money and higher needs than the average person but aren't that rich either.
The Mac Pro, the new display, the iMac Pro, and even the MacBook Pro or iMac with a decent video card simply costs more than a high-end consumer machine should. These simply used to cost less, and people aren't making that much more money since then.
Even if you're just better off than the average person, you can only afford Apple's "low end" computers (which by the way are also "premium" products, like the MacBook and MacBook Air – rather than cheaper, yet decently powerful ones like the plastic MacBook used to be.
