[jonpaine]

Apple is a premium* brand. They don't make commodity products.

I think there are better articles out there than this one [0], but it was the first search result.

Thinking about their behaviors through that lens is interesting and, to me, clarifies a lot of the strategy behind some of their actions. Fun stuff.

[0]:http://www.cnbc.com/2013/10/15/apple-is-a-luxury-brand-not-a... AUTO PLAY NON-MUTED VIDEO WARNING

[czr80]

Apple is in general a premium brand, not a luxury brand. The Apple Watch Edition is their first foray into luxury brand territory,

See: http://sethgodin.typepad.com/seths_blog/2009/05/luxury-vs-pr...

[jonpaine]

I agree. That's a great little writeup - thanks for posting it.

[runako]

Hell of a non-commodity product that takes the size of share the iPhone takes. In the car market, marketshare numbers comparable to the iPhone's numbers do not accrue to luxury automobiles (which have far lower shares).