Got Apple gear? Of course, you do. Why? Why not PCs from Microsoft, Dell, or HP; or Android phones from Google or Samsung? While Apple does not sell Macs or iPhones in the same number as PC leaders or Samsung, it isn’t as if the company doesn’t make money on everything it sells.
On the contrary, most of us know about the so-called ‘Apple Tax’ and pay it anyway. In simpler terms, yes, you can buy other products for less, but we, generally speaking, do not. We prefer Apple.
This week I had the privilege of viewing a video and reading a transcript of an interview with Apple customers on why Apple is so expensive. It was enlightening because, 1) many of the perspectives hit home and were easy to agree with, and, 2) my reasons for using Apple gear do not always match up with everyone else.
I know. Weird, right?
Apple has, over the years, built a reputation for quality and the industrial design of its products.
Simply put, iPhones, iPads, Mac and nearly everything else will work better and last longer than less expensive gear.
The components that go into making a smartphone are fairly standardized. For example, Sony competes with Apple in smartphones, but all of the camera sensors that go into an iPhone are made by Sony.
Yet, photos and movies from an iPhone are better than from a Sony. Why?
Critics forget to include the software that comes with every Apple product. And resale value. Those distinct differentiations are seldom considered during product comparisons.
So, all our products become an extension of our personality. “I value elegance, I value design, I value simplicity, I value, ‘It just works.'” And that is what inspires a lot of loyalty and allows Apple to extract a premium for their products.
Most people understand the word value but apply it differently. Some use value for price. Others use value for resale value. Others use value for capabilities.
Many of us are willing to pay more to get more It’s the more that does not get compared as often.
Does that make Apple gear luxury goods? No.
A luxury product is like a Rolex, right, that you’d keep it for a lifetime. Well, you can’t keep a smartphone for a lifetime. So, premium. Perhaps not luxury.
I would consider iPhone 11 Pro Mac an affordable luxury. A $12,000 Mac Pro? Luxury.
The thing to remember is that Apple chooses to develop, manufacture, and market premium products; by definition, that puts them at the premium end of the product spectrum. That translates into higher prices than other products.
That should end the discussion of ‘Why?’