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Part of the appeal of Apple was that not everyone and their mom just had an Apple device. They heavily played on that, similar to how fashion does. That "exclusivity" (sort of) is gone now, and it shows with Apple trying to create likable, noncontroversial designs for the larger crowd. They try to make up for it with prices, but it misses the point.





Maybe that was part of the appeal to you.

To most of us, the appeal of Apple has always been primarily that it does what it does well.

I don't think Apple themselves thinks their appeal depends on exclusivity, but rather on a premium experience.


I promise you, in 2005, everyone and their mom had an iPod. If you couldn’t afford the full fat iPod, you bought any of the various cheaper stripped down models. If anything, Apple has gotten more exclusive through their pricing.

Apple became Gucci



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