It's priced just like Microsoft's Hololens and aimed at the same target audience that the first version of Hololens was: developers and early adopters.
The cheaper mass market consumer version comes later. They've been iterating for years now on something in a thick framed glasses form factor, and haven't gotten anything they think is worth shipping so far.
But HoloLens has pretty much entirely abandoned the consumer market and is now targeting the lucrative segment of professional usage where there is obvious gain to me made using AR, a segment Apple has always been mostly uninterested in.
