The trick to your claim is "fully equivalent hardware". I just bought a System76 laptop after a lifetime of using macs exclusively, and there was just no contest on price. To get a roughly equivalent machine from Apple would have cost nearly twice as much. Yes, that would have included a few nifty little things here and there that simply weren't available for the machine I got, just as my machine has some things I couldn't have gotten on a mac.

But to claim that Apple is competitive on price is just absurd. They're very competitive on hardware/software integration, on usability, an aesthetics, on stability. But not on price.