I'd say Apple is a bit different from BMW. The main selling point of BMW is its "German craftsmanship." Apple, on the other hand, gets its products from the ex

I'd say Apple is a bit different from BMW. The main selling point of BMW is its "German craftsmanship." Apple, on the other hand, gets its products from the exact same outsourcing suppliers that everyone else is using. If BMW were getting its cars from the same suppliers as Hyundai and Geely, I doubt it would be able to maintain its coolness for as long as it has. Hence IMO Apple is much more analogous to Abercrombie & Fitch than BMW. Just like A&F, Apple sources its products from the same suppliers everyone else uses. And just like A&F, Apple's main selling point is design and logo.