Yeah I don't think its necessarily easy. Other people have to know that the product you're buying is 'impressive' for it confer some status. Its also about buil

Yeah I don't think its necessarily easy. Other people have to know that the product you're buying is 'impressive' for it confer some status. Its also about building a brand identity that people want to associate themselves with. So Apple spends a lot of money making sure people know they are the cool Californian company.