At Apple's annual product showcase, a new chief executive made his public debut not with humility or caution, but with a $2,000 foldable iPhone — a deliberate act of faith in the oldest Apple doctrine: that genuine innovation earns its price. The move resurrects a philosophy Steve Jobs codified a quarter century ago, one that treats premium positioning not as arrogance but as a claim about what technology can become. In a market crowded with capable and affordable alternatives, Apple is once again betting that people will pay more for the feeling that something has truly changed.