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Maybe they will have pre-selected phone configurations that are equivalent in features to iPhones or Android phones. If so, I imagine they will be priced competitively - but with the added option of re-configuring it from there. If you don't want to reconfigure, you don't have to.
At this stage, it's all just conjecture though. It's still just in the concept phase. I get that you're concerned about price, but I can't imagine they'd be marketing this solely to super rich who don't care about price. And it's still so early in concept that I doubt any of that will be known for some time.
But I agree that they won't get very far off the ground if they're not priced competitively. Who knows, the concept may never make it to production.
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