There is a concept of a sub-luxury brand, a product that is not exclusive to the rich, but still markets itself as a quality, high-end, status-worthy product, a

There is a concept of a sub-luxury brand, a product that is not exclusive to the rich, but still markets itself as a quality, high-end, status-worthy product, and that is what I think the author is getting at. An example of this could be Lincolns and Toyota Avalons, from the car world, except Lincolns aren't designed to be simple and sexy and Toyota really didn't know what they were doing with the Avalon. Say what you will about the engineering and cost, but that is what Joe Schmoe thinks of Apple.