> The era of the "brand" is over.

That's just not true. Look around you right now. If you're American, almost everything you own is branded. Your phone, your laptop, TV, clothes you're wearing, shoes, books, food in your pantry, transportation.

There is almost always a cheaper non-branded choice. If you are like 99.99% of Americans, you didn't make that choice in almost every case.

Tellingly, you gave the example of Apple. Whether it's an iPhone 16 or an iPhone 13, more people than ever buy the Apple brand. I know I do.