This article may contain personal views and opinion from the author.
No, this won’t be a rant about how overpriced Apple products are, although the company sells its fair share of eyebrow-raisers like the Mac Pro’s $699 Wheel Kit. It’s trying to find the reason why Apple product buyers behave as if it’s a luxury company even though it ostensibly isn’t Gucci, Ferrari, or, yes, Hermès.
How does Apple do it?
- Emotional attachment: Steve Jobs made sure to sell people an entry to an exclusive world with cult-like secrecy around its inner workings. Heck, it took the iPad Pro 2021 for Apple to cite how much RAM it has inside!
- Brand clout: Apple is the most successful brand in the world’s most visible and marketing-heavy 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-covered market, for better or worse, and half of the US users now carry iPhones, amplifying its message further.
- Quality user-centric products and ecosystem synergy: Steve Jobs was not the first to put a computer in your pocket but he made it easy to use and Apple kept adding to the ecosystem of such ‘it just works’ products with focus on design, software, and performance, mostly with success so far.
To wit, Apple gets away with selling midrangers at high-end prices because it has created an aura around its name commensurate with what traditional French or Italian luxury fashion brands have done, but that’s just a part of it.
What do you think is the reason behind Apple’s luxury goods status hence pricing is – status, quality, brand visibility, device synergy, all of the above, something else?