It's obviously not intended to compete with $12000 models based on the price alone.
True, according to Apple it's competing with a $43,000 Sony reference monitor.
Check at 1:34:35 of the Apple Keynote video. This is marketing BS on the highest level.
An actual direct competitor (price-wise) would have been the upcoming Atomos Neon 31 for example. The Atomos is 4K "only" but it offers SDI input, it even has a built-in studio quality recorder, can be gen-locked to studio reference, is a touchscreen and so on and so on ... and it comes with a stand.
Of course, Apple won't mention all these things. It's the viewers' / customers' business to do the reality check.
I repeat it again, it's not a good idea to just blindly trust what especially this company states.
I'm out now as well and hope you (and others) learned something