In the US, maybe. In other countries like mine, Apple iPhone are marked up way above their supposed price segment.
We have the same pricing strategy in my country. At least we are not in Brazil, where you just multiply any apple product by 3 of US price.
Meanwhile, the base 128GB iPhone 12 Pro is priced at $1200.
Base 128GB 12 Pro is $1000+tax. Tax is tricky part of US purchases, so if i go to Apple store or any other techno store, then i would pay 11% tax. Most of the people do it that way and never look back here in US.
If i order online and mail it, then i pay 6.25% tax.
Which leads us to the final price of base 12 Pro to be 1000+110=$1110 (if purchase in person at the store), $1063 (order online and mail it).
As you can see the difference is only $90 which could be the subject of your strict customs rules.
The 128GB 12 Pro Max? That will cost you $1350.
12 PM here is 1100+121=$1221. Here markup is a little bit higher, but still doable.
And that's actually on sale as the launch price was $1440.
Well that is how it works in the countries without official Apple stores. Markup at launch is $220, which is quite annoying, but still cheaper than to import from US with shipping, unless you have a friends traveling from there.
At least you can enjoy indomie and nasi goreng for cheap on the streets, while in US the cheapest street food is $3-$5.