Listen folks, a millionaire doesn't become (and stay) a millionaire by not knowing the cost of things - this whole nonsense about "If you have to ask how much it costs, you can't afford it" is what the nouveau riche say, in a vain and arrogant attempt to feel superior to people who they (think) are less wealthy than they are - it makes them feel more powerful if they can just throw their money around with reckless abandon, but I bet you this... I bet they don't pay their tax bill without questioning the total. They think they've achieved a "goal" in life and splash it all around so that everybody knows how much they have "achieved", yet are very often spiritually and emotionally bankrupt! Okay, so you've reached your goal of being rich? Well done you for setting your sights so low, now what......?
If you've ever watched TV programmes about mega wealthy people who buy jewellery, you very often hear them asking the price, even when they know full well it will be £20,000-£100,000, because knowing the price is how a shrewd person gets the best deal, which is how you STAY rich.
Never make the arrogant assumption that you are better off than someone, or that you know what they can afford; you can't, and don't know. If someone wants to know the price, they're asking, so it's polite and honest to tell them (unless you're ashamed, in which case this may remind you that you've only bought something to "look good"). If you're completely secure within yourself as a person, utterly confident, then why WOULDN'T you tell them, if asked? There's nothing more annoying than faux modesty, so just spit it out and quit all the mind games and over analysis.
Things COST money. Do you think Apple buys hundreds of millions of screens from LG without asking the price and bartering? If anyone can afford to not ask the price, you'd think Apple would be them.
If someone asks me the price of my iPad or iPhone, they ask the question in order to get the answer, and I am in no need to defend my answer, as I use it and enjoy it, but I'm not going to be a moron about it and assume things about them.