Well... in a market economy, all commerical products and services, not just luxury ones; are priced based on two main factors only, what is the max price consumers accept, what is the max profit the company can extract within a given period of time.
The final price is a function of the above two factors.
The actual R&D, production, and distribution costs are only minor factors. A company may charge more for a lower sale volume and vice versa.
Obviously, some times a company would sell at a loss to gain market share, but the long term goal is to maximise profits.
