You mention nuance yet completely missed mine - citing what prices used to be is meaningless in an inflationary world and gives the image of someone more likely to yell at kids to get off his lawn than the image of someone who understands product evolution and pricing.
Facts:
- The $69 non-extended wireless keyboard introduced in 2003 would be $101.23 today after adjusting for inflation. A newer, functionally equivalent version costs $99 today.
- An extended wireless keyboard didn't appear until mid-2017, priced then at $129. That model remains available today at $129.
- Apple has now released two new keyboards for individual purchase, Touch-ID equipped versions of the prior two, at a $50 premium for the additional functionality.
Yes, you are correct. Product pricing for well differentiated / non-commodity goods is far more a function of consumer willingness to pay than it is a function of cost. Apple is pricing these additional models with an eye to upcharging for the added functionality. Which is another reason your comment of remembering when Apple sold wireless keyboards for $69 is specious at best.
I think many of the commenters here haven't stopped to think that they don't have to buy the TouchID versions of the keyboards if doing so wouldn't be a benefit to them.
People love to complain about pricing.