Cultivating an enthusiast base is very much a viable strategy toward marketing a product if you also play the rest of the game correctly. Apple products are vie

Cultivating an enthusiast base is very much a viable strategy toward marketing a product if you also play the rest of the game correctly. Apple products are viewed as luxury goods because of their appearance and interface, but they also had a 'cool' factor to them as a consequence of being favored by creative professionals circa 2005-2010 when the iPod and then iPhone were coming into their own. People like easy-to-use, but being one of the 'in' crowd also has a huge influence on how people adopt technology.