There's a big difference between being the premium product when the range for them is $0-$1200, your margin is massive, and everyone on the planet needs one. I

There's a big difference between being the premium product when the range for them is $0-$1200, your margin is massive, and everyone on the planet needs one. It's another when the range is $12,000-$100,000, margins are much more competitive with way more competent adversaries, all the while car ownership is changing drastically to rental/ride sharing for a great many people. At that point, you don't necessarily care the car you hired that day is a Tesla or Ford, because you experience it for 20 minutes and are done. The buyer in this case is the fleet owner not an individual, which does not necessarily favor Tesla. I don't think that you can compare Tesla's product to Apple's (not to mention Apple's software ecosystem permeates so many more aspects of one's life if you are a part of it, Tesla not so much)