It actually was their slogan back then

which period "back then" are you referring to? 1976 maybe? the Apple I was affordable (at just $666.66 😄) compared to other kits at the time, but the Apple II (1977) cost more than twice what a TRS-80 did and afaik since then Apple has always positioned itself as a premium brand.

i don't recall them ever having a comparative-price-related marketing slogan or campaign, but maybe i'm forgetting something?