In Swift 4, type inference works for lazy properties and you don't need to explicitly refer to self!

// Swift 3

class PurchaseView: UIView {
    private lazy var buyButton: UIButton = self.makeBuyButton()
    
    private func makeBuyButton() -> UIButton {
        let button = UIButton()
        button.setTitle("Buy", for: .normal)
        button.setTitleColor(.blue, for: .normal)
        return button
    }
}

// Swift 4

class PurchaseView: UIView {
    private lazy var buyButton = makeBuyButton()
    
    private func makeBuyButton() -> UIButton {
        let button = UIButton()
        button.setTitle("Buy", for: .normal)
        button.setTitleColor(.blue, for: .normal)
        return button
    }
}