Many companies do, it's generally advantageous from what I've read.

At the start you go for the slice of the market where (size of slice * price the slice will pay) is the maximum. So not the largest slice that will pay 1$ like in an app store, nor the smallest slice that will pay the luxury prices. And then once you've got that middle slice nailed down and product market fit you expend your pricing plans to account for price sensitive customers with lower prices and fewer features, and luxury customers with higher prices and more features.

Going off what I've read and a few talks I've seen, I'm not an expert.