Is Apple a luxury brand now?
Apple has been notorious for being an expensive brand. It is an illusive brand for many who have grown up wanting an Apple product, but not having the means of purchasing one. It has been changing over the years and Apple has become more accessible at various price points, but what does this mean when it comes to Apple.
Recently, I was watching this replay of a livestream hosted by Vyyyper on his second channel, VypLive. On this livestream, the host asked his guests a question about Apple which was along the lines of “Do you think that Apple is just a tech company or branching out and becoming a luxury brand?”
It’s easy to say that they are obviously a tech company because they make tech products, but stick with me, because there is more to it than what you might see on the surface. I think they are branching out and becoming a luxury brand, but not based on the prices of their products; it’s all in the luxury experience.
Why would Apple want to become a luxury brand?
Throughout your life, you adapt based on your various experiences and the knowledge you obtain. Companies are no different. Apple has faced the inevitable in that they know they need to adapt in order to survive. Examples of this are iOS 14 bringing widgets and “theming” (via Shortcuts), cheaper iPhones at various price points, size options, Apple services with monthly subscriptions, etc.
Now, why would they want to become a luxury brand? You can already make a case that because of Apple’s typically higher price for their products, that they are already a luxury brand. However, price is not really an issue in 2021 and the price isn’t exactly the key to having it be a luxury brand.
Apple having the reputation or branding of being luxury benefits them since someone only paying $399 for an iPhone SE or $499 for the iPhone XR can have access to this luxury without spending $1099 on the iPhone 12 Pro Max. You can find this trend with other products as well such as the Apple Watch SE, MacBook Air, and iPad (regular model). You can purchase an Apple product, or multiple of them, to gain access to this luxury brand that provides you with this luxury experience. Not only is the product itself built with great quality, but it also unlocks iMessage, iCloud, FaceTime, Apple Pay, Apple Card, AirDrop, etc.
Psychologically, this helps with sales. Imagine if Gucci or Louis Vuitton made a bag for $100 instead of $2,000. There would be many people buying those $100 options and showing it off. The same principle works with Apple for those who have always wanted an Apple product, but couldn’t afford it before.
Lastly, since the aesthetics of their devices and the design language of their products, Apple devices can start integrating into fashion. Apple Watch is one way since it is an accessory, but there are also iPhone colors, AirPods, and the new AirPods Max.
At the end of the day…
Apple has always made their products look and feel premium. Everything about your purchase is premium. Purchasing the product, the packaging, the unboxing, the device quality, the device aesthetics, the software integration, customer service…everything.
In the end, you know the level of quality you will get when you purchase your Apple product and you will live in the world of Apple luxury.
