Oh, yes, absolutely. To refine that statement a little– I don't mean that people won't want iPhones and Macbooks and Apple Watches. The latest Macbook looks so

Oh, yes, absolutely. To refine that statement a little– I don't mean that people won't want iPhones and Macbooks and Apple Watches. The latest Macbook looks so amazing, I totally want one! What I mean is that if two products were IDENTICAL, people would want the cheaper version. The way Apple stays ahead is by ensuring that their products are always better in SOME way (even if it's "just aesthetics" or "just branding"– it translates to real value to the customer.) This applies more obviously to commodities– say, equally good shaving razors, equally good refrigerators and so on. You're totally right that it's not the be-all-end-all.