”..many refuse to understand Apple’s attempts to build its business by releasing luxury goods instead of commodity products.”
Am I the only one on planet earth who - still - finds Android’s user interface almost unusable in so many places? Bigger fonts and faster transitions with every software iteration (complimented by increasingly larger screen sizes from Samsung) still make typing on the go clumsy for starters, not to mention confusing and redundant paths to common tasks with increasingly feature load, tacky feature detailing (remember less is more, especially for consumer / non-specialist users) and other icky, tricky, and downright crappy aspects of the Android user experience.
In contrast, I find that many of these design details nailed on iOS several software generations ago, and undergoes refining pretty consistently.
Apple’s insistence on moving toward a luxury category is a demonstration of what Guy Kawasaki says about competing along the twin parameters of ‘unique’ and ‘valuable’: if you make something valuable but not unique, guess what, you compete on price.
The heart of the matter is, Apple simply won’t budge from its stance of differentiating by design. That’s the one and only thing they ever sell you: design.
And while democratisation of design is what we’d all like, on the unique-valuable matrix: design puts a product in the unique segment, which means it drives competitiveness away from being on price, and towards premium.