I'm totally one of those people. I buy myself the best iPhone, every single year. But your car analogy, while popular, isn't really that illustrative. Most of

I'm totally one of those people. I buy myself the best iPhone, every single year. But your car analogy, while popular, isn't really that illustrative. Most of my friends have a nicer, more expensive, car than I do. Buying a previous-year showroom-demo Nissan SUV from the dealer saved me something like $20,000, compared to buying a Lexus or Audi, even one a few years old. That's two decades of having the best phone. I'm not generally price insensitive. I'm specifically price-insensitive about devices that I spend a huge amount of time using, namely (in my case) my smartphone and computers. And those things are also objectively way cheaper than luxury cars, so they aren't really comparable. A lot more people can decide to go high-end than can with cars, For instance, I noticed my housekeeper, a nice old lady who works for $15 an hour cash, also rocks a 256GB iPhone 7 Plus just like I do, and she doesn't even have a car.