Increasing prices is all the "premium" manufacturers have got left to justify their existence in the face of improved quality and value at the cheaper end. They can't improve quality, because they're already "the best", right? They can't offer more/better value because that'll eat into the bottom line - plus they've already done much of this - beyond a certain price you generally expect a hard case, for example.
All they've got left to do is try and tug on that thread of "it's expensive so it must be good, right?" The trouble with tugging on a particular thread too hard... there's only so long you can take the p!$$ out of your consumers before they eventually go "remind me - why am I paying this?"