I do agree with OP. Regardless of whether one can afford to purchase it or not, the simple fact is that $999 for a base model mainstream phone is bordering ridiculous. This isn't a niche product, it's the latest model of one of the most popular phones in the world.
If it could justify its cost with materials e.g. if the phone was made of something valuable such as gold - then yes, completely justifiable pricing, but for years Apple sold their updated phones at close to or the same pricing as the predecessor.
But the fact is, that $999 phone is going to be 'out of date' in less than 10 months when Apple announce the 'XS' or whatever they call it.
Ridiculous pricing.
Fan boys will love it regardless "ooh, a new iPhone, I don't care how much it is take my money". But Apple are laughing at us, mark my words.