The Horn Effect: Why Apple-branded displays matter
Rene Ritchie

I agree. It is easy to ‘collect’ Apple products and increase our loyalty to the brand. An Apple dealer talked me out of buying a MacBook and persuaded me to by an iMac and iPad combo. He was right. Airport followed, and of course an iPhone. We buy into the Brand. We are reassured. Stuff works seamlessly. They make money because we love the design of their products and we are willing to pay a premium. Their offer is more than technology and a logo.

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