Most everyone uses DSLRS which can begin around $500 up to $2500 for consumer to prosumer models. Also, lots of additional lenses beyond the "kit" lenses are used here, as well as additional lighting (external flashes, reflectors, etc). Which leads into: Its not the camera, its the guy/gal behind it.
My specific kit is:
Canon Rebel T1i (when I got it ~$750)
Lenses I use the most right now are the Canon 20mm f/2.8 (I think $430?) and the Canon 28-135 IS zoom lens (I think $400?).
I use a basic Manfrotto tripod ($130)
I'm learning so my lighting is stuck at natural light for now, gonna add an external Canon flash (approx $250) once I get it down a little more
Thats just me, I'm learning, others can add more