Apple is a premium brand, not a luxury one. Premium products are mass marketed and justify their price premium with higher quality and useful extra features. Lu

Apple is a premium brand, not a luxury one. Premium products are mass marketed and justify their price premium with higher quality and useful extra features. Luxury products are niche targeted and justify their price premium with exclusivity and unnecessary extra features. Put it this way: an iPhone is premium, manufactured in the millions. A gold iPhone is luxury, manufactured in the thousands.