> People will pay more if it’s a better experience Luxury does not mean expensive, though $ can be a proxy. It often is much more about feeling (relaxed, comfo

> People will pay more if it’s a better experience Luxury does not mean expensive, though $ can be a proxy. It often is much more about feeling (relaxed, comforted), experience (end-to-end, straightforward), and status (“high-class”). Samsung sells better phones for more $. Apple is much more about “if you don’t mind the price, we’ll take care of everything and it’ll be simple, comprehensive, and your friends will respect our product.”