It's a "hey look at me, I'm rich" signal more than anything. Most people can't afford it, given that there are no carrier subsidies in Europe and current generation iPhone costs between two and four monthly wages, depending on which part of Eastern Europe you are in. It can also fall and break at any moment, making it rather risky thing to own - you can't just have to afford it once, you have to afford it repeatedly.
I guess Apple learned it's lesson here and is now trying to do the same in the US with different device.