Yep, and I think it costs them in the long run. I haven't upgraded my 2015 MBP partly because the replacement cost would be so ridiculously high due to needing a minimum 16GB/1TB, but preferably 32GB/4TB (entirely since you can't upgrade it down the track). My 2015 model already has 16GB, and lets me upgrade the SSD (which I have done twice, from 256 -> 512 -> 1TB, and may well go to 2TB before I'm done with it. Admittedly, the other reason I haven't upgraded is all the MBP models since have had major problems. The 16" is the nearest thing, but it's still got issues, partly because you have to have Catalina, and can't put Mojave on it. Maybe the ARM 16" will be the one, but I'm not holding my breath, and the RAM/SSD sizes/prices will still be an issue.
And it's not just me, if you look at the sales chart for Macs since 2006, it shows a clear drop in growth from 2012 when SSDs were introduced and RAM became soldered, and again from 2016 when SSDs were soldered and the butterfly keyboard was introduced. Now of course, that chart is for all Macs, not just laptops, but it is a reflection of the mentality of Apple that went across the board for all Macs.