Apple is absolutely a premium brand, but they're not a luxury brand. The key distinction is that a luxury brand revels in real or perceived exclusivity; with pr

Apple is absolutely a premium brand, but they're not a luxury brand. The key distinction is that a luxury brand revels in real or perceived exclusivity; with prices set for the primary purpose of gatekeeping the brand to a select audience. While not cheap, Apple products are obtainable and utterly mainstream. In fact in the rare instances where Apple has experimented with luxury it has been a dismal failure — Apple Watch Edition being a noteworthy example.