Apple has never been a luxury brand. It’s a label lobbed at them by critics and fans of competing products. But it’s never been supported by their price points, volumes, marketing, or operations. The few times they have tried to play in the luxury market, like their gold $10k Apple Watch, it went pretty much nowhere and they quickly stopped.

They make not-crappy productivity tools at not-cheap price points, and aim for top-5 market share. That’s not a luxury product strategy. They are a lot more like Honda or Volkswagon than Lamborghini.