It is actually the opposite. Everything is really expensive because you have to be constantly making the newest/greatest thing. A 5 year old lithography machine is pretty much useless for manufacturing high end chips (there is its own market for their output but phones and computers are not it)
Basically if you tried to do the SpaceX way of making a "good enough" rocket (Falcon 9) and use it for a decade+ you would be bankrupt very fast. Nobody wants to pay top dollar for old tech.
edit:
> aggressively trying to bring down cost-per-unit
And what makes you think ASML is not trying to do that? Every cent they save on cost-per-unit increases their profit margin.