One of the many social messages sent by Apple products is "I deserve/have the best". Once you are selling to customers like that, you have left the realm of th

One of the many social messages sent by Apple products is "I deserve/have the best". Once you are selling to customers like that, you have left the realm of the so-called economically rational customer which has a value curve that seeks a good product at a fair price. Instead they feel entitled to the best product because they can/have paid the top price for it. Thus there is going to be a subset that will deeply care that they have "the bestest of the best", and so micro differences become an obsession.