Why Apple Isn’t A Luxury Brand
They just have luxury options
For a long time, Apple was considered a “luxury” brand, with both the positive and negative connotations that entails. But with an apparent shift in philosophy expressed through the introduction of some new midrange products, as well as the gains from Apple switching Macs away from Intel to their own Apple Silicon chips, I think it’s time for that “luxury” designation to end.
When thinking of the more complimentary aspects of the word “luxury”, Apple products have long fit the bill. Luxury items often are made with premium materials like leather, silk, and gold — in Apple’s case, think metal and glass instead of plastic. Luxury items are often high-quality and reflect a craftsmanship, thoughtfulness, and attention to detail. At a luxury store, you expect top-notch customer service from helpful, knowledgeable, and accommodating employees. Luxury products are often not just easier to use, but a joy to use. And yes, all of these extra features and details often lead to higher prices that put them out of reach for people with more modest budgets. Still, there’s a reason why the adage “you get what you pay for” still endures.
But it’s the negative connotations of “luxury” that critics of Apple have long used to insult both Apple products and the people who buy them. For example, there’s the…
