How "out of line" the price is will depend on various aspects of the car including size, standard and available options, capabilities, etc. New EVs start under $30,000 (e.g., Nissan LEAF) but can also run six figures (e.g., Tesla Model S). More EV models are expected to become available at lower price points in the coming years which means average pricing will likely drop.
It sounds like the "under $100,000" figure is referring to a potential Apple Car starting price which, if so, could mean average Apple Car prices may be a lot higher (more "out of line") than average EVs.