“On one hand, especially after last year’s price increase for the flagship model, the iPhone is a luxury item. People save up to buy it, and they measure their social and economic standing with it. In a sea of smartphones that do roughly the same thing, Apple’s particular smartphone commands a prestige premium. This is a familiar description for fashion or jewelry brands and products, but it finds few parallels in the tech industry.
The other side of the iPhone coin is that we keep replacing it like it’s a basic consumption good. If I buy a luxury watch for $1,000, I’d expect to have it for a decade or longer, whereas Apple somehow keeps enticing people to buy a pricey new iPhone every two or three years. It’s like the company is selling sneakers but charging the price of dress shoes.”
We are cyborgs.