There was an amazing article on here a couple years ago that discussed how during a depression in Japan the most popular magazines went bankrupt, but the niche

There was an amazing article on here a couple years ago that discussed how during a depression in Japan the most popular magazines went bankrupt, but the niche magazines did very well, because they were a source of 'identity' for their customers. That 'identity' is a really important commodity and people will skimp on food for their fix. I think there is an element of identity in many of the products apple sells, but more importantly they are the best way to access the apps where people really do source their identity.