During the WWDC 2019 keynote, most of Apple’s latest creations drew enthusiastic applause, with one notable exception. The price of Apple’s new Pro Display XDR elicited a somewhat cooler response. But considering just how expensive the monitor is, the fact that it got any applause at all was pretty remarkable.

This is not the first time Apple has had to convince us to pony up for an eye-watering sticker price. Cupertino pulls from a well-established playbook for its keynotes, often employing behavioral science techniques to help soften the blow. (To our brains at least, if not to our wallets).

May 30, 2013: Apple marks the sale of the 100 millionth iPod touch by launching a new, stripped-down model with a budget price of $229.

The new 16GB music player lacks some features of its high-end siblings. However, the smaller price tag and a savvy selfie cam make it appealing to new customers.

Apple just surprised us with a new iPod touch that promises to be its fastest yet.

Powered by a speedy A10 Fusion processor, it’s built for gaming and immersive augmented reality experiences on the go. It’s also affordable, with prices starting at just $199.

The only problem is it looks just like the old iPod touch.

The Apple Card announced this spring isn’t a new idea; it was first floated well over a decade ago. This came as a proposal by then-CEO Steve Jobs made so long ago it would have offered users rewards in the form of free iTunes music to load onto their iPods.

May 12, 2005: Longtime Apple frenemy Bill Gates tells a German newspaper that Apple may have hit it big with the iPod, but that its success isn’t going to last forever.

The reason? Mobile phones are going to steal the iPod’s market share. The good news for Gates is that he was right on the money. The bad news for Microsoft is that Apple cannibalized itself by making the iPhone. And Apple’s smartphone became even more successful than the iPod.

Apple devices famously hold their value well, and if they’ve never been used, they can fetch a lot more than they originally cost. But would you pay $19,995 for a classic iPod?

That’s exactly how much one eBay seller is asking for a first-generation unit that comes in its “unopened original box.”

April 9, 2007: Apple sells its 100 millionth iPod. Coming five-and-a-half years after the portable music player went on sale, the landmark event confirms the iPod as Apple’s most popular product of all time.

Until the iPhone arrives a couple months later, that is!

This week’s rollout of updated Apple hardware may not be over yet. A refreshed iPod touch could be the next device to hit the Online Store. It has been almost four years since Apple introduced the most recent model.

February 12, 2012: Months after his untimely death, Steve Jobs is honored with a Special Merit Grammy Award in recognition of his contributions to the field of music with the iPod and iTunes Music Store.

Eddy Cue, Apple’s senior vice president of internet software and services, collects the Grammy on behalf of Jobs’ family and “everyone at Apple.”

Tony Fadell invented the iPod and hundreds of millions of people bought one. But he can’t expect those kinds of sales with his latest creation – a watch costing $48,800.

The Ressence Type 2 has a relatively modest price tag in the luxury watch space. A brand like Patek Phillipe can fetch a couple hundred thousand dollars just for a used timepiece.