Ive is selling a Mercedes, not a Chevy. By that I mean there is a very carefully curated image of Apple and the products it sells and the people who buy them th

Ive is selling a Mercedes, not a Chevy. By that I mean there is a very carefully curated image of Apple and the products it sells and the people who buy them that he is working to maintain with his words. I read the whole article, and it's a total fluff piece. It's a hit for Apple's PR machine. Their message is: we are trying to appeal to people who purport to care about quality. We come across as just a little arrogant, but not so arrogant as to be off-putting to the people who want to buy our stuff. Honestly, if you want to buy a $199 Nexus 7 for your daughter, you should do so and not feel bad about it. There's absolutely nothing wrong with (1) buying a chair from Staples, or (2) being an employee of the company that makes the Staples office chair. But if you're buying a Mercedes, you need a little affirmation that you shouldn't feel guilty that some people can only afford Chevy. And now you have an article in Time magazine that gives you that affirmation.