Yet in most of their categories, they _are_ the top of the line. There often aren't better choices (across some reasonable definition of 'better') available for

Yet in most of their categories, they _are_ the top of the line. There often aren't better choices (across some reasonable definition of 'better') available for those who want to pay more. I can't think of a Macbook alternative whose manufacturer is primarily competing on quality. Speaking personally, I have zero interest in brand except as a marque of quality. But for those who are optimizing for quality over price, Apple is a choice that rarely leads to disappointment. That's a different proposition to most luxury brands, which primarily target aspiration. A Louis Vuitton handbag may not be a higher-quality handbag, but as I understand it, their consumers are buying it for the logo more than the craftsmanship.