I don’t think I’d go as far as saying that. Apple has always had a premium price tag even under Jobs control. But I do agree that Cook has doubled down on the p

I don’t think I’d go as far as saying that. Apple has always had a premium price tag even under Jobs control. But I do agree that Cook has doubled down on the premium part of Apples product line (sometimes to the detriment of overall product quality, like those stupid MacBook “Pro”s with only 2x USB3 ports and a keyboard which breaks after 10 minutes).