Apple is a luxury company but not for the 449 AirTag Herms pricing
Apple is a luxury company but not for the 449 AirTag Herms pricing

This article may contain personal views and opinions of the author.

No, it’s not going to be kidding about how overpriced Apple products are, even though the company sells its fair share of eyebrow raisers like the Mac Pro’s $ 699 wheel kit. It is trying to find the reason why buyers of Apple products act like it is a luxury company when it is supposedly not Gucci, Ferrari or, yes, Hermès.

That’s exactly the definition of a luxury brand in that Apple is the most valuable company, even though at first glance it only sells consumer electronics, a business that has traditionally come with razor-thin margins.

How does Apple do it?

We recently came across an ad where a girl sold them Galaxy S21 Ultra casually listing the reason for the sale as “Upgrade to iPhone”. Say what?
The blood of the green Android began to boil as there is hardly a phone that offers more camera, display, or battery capability than the S21 Ultra and so-so camera specs were seen as an upgrade. How did Apple products manage to become such a status symbol?

  • Emotional bond: Steve Jobs made sure that people got access to an exclusive world with cultic secrecy about the inner life. Damn it, it took the cost iPad Pro 2021 for Apple to indicate how much RAM is in it!
  • Brand strength: Apple is the most successful brand in the world’s most visible and marketing-intensive market. If your country had a company like Apple, would you still buy iPhones instead? It’s a self-fulfilling patriotic prophecy in the world’s most media-rich market, good or bad, and half of US users now wear iPhones, which further reinforces its message.
  • High quality user-centric products and ecosystem synergies: Steve Jobs wasn’t the first to pocket a computer, but he made it easy to use, and Apple expanded the ecosystem of such “It Just Works” products with a focus on design, software, and performance, mostly with great success .

Apple gets away with selling high-end midrange prices because it created an aura around its name that matches what traditional French or Italian luxury fashion brands have done, but that’s only part of it.

What do you think is the reason for Apple’s luxury goods status, hence pricing – status, quality, brand visibility, device synergy, all of that, something else?


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