[pm90]

Incorrect. Samsung etc. have phones that compete in the luxury smartphone segment with Apple. Luxottica has no such alternative (as of now, WP seems nice but it remains to be seen if they will focus on this market segment in the future).

[Fins]

There certainly are high-end, well-made, good-looking, and bloody expensive frames out there (i.e. everything WP isn't) that aren't from one of Luxottica's brands. Off-hand I could think of at least Gold & Wood, ic! berlin, and Mykita.

WP's story seems to be sprinkling some SV magic dust over decidedly pedestrian frames, not going after the high-end.