Companies can increase the value of the unit. For example, a nicer remote, longer warranty, software upgrades, check it out in a local store and take it home the same day, ...

It happens with cars a lot - that newish Ford (Escape?) and Mazda (?) trucks for example. Volkswagon and Audi. Honda and Acura. Toyota and Lexus. They might share a common wheelbase etc but customized extras make different price points for different customers.