You're talking about the percentage of consumers who use price as a signal for quality. I'd agree this happens, but for the signal to exist in the first place t

You're talking about the percentage of consumers who use price as a signal for quality. I'd agree this happens, but for the signal to exist in the first place the quality must usually be there. If Apple hadn't focused on the quality of their products first, no amount of branding would have put them in this position.