High price, controlled image… Is Apple a luxury brand?
Published by Gael LE Bellego | Capital, 25/03/2019
The iPhone XS Max is worth 1,659 euros, the Apple Watch 4 is equipped with a Hermès leather strap, and the… Does owning an Apple brand item make us the “happy few”? November 2018: at 114, Champs-Elysées, Apple opens a 2900 square meter temple (photo above) on six floors! Its new flagship is a real eye-catcher: a corner rotunda, oak staircases, restored 19th century stained glass windows, a glass roof equipped with solar panels? To be displayed like this, on the most expensive avenue in the world (rent of 14 million euros per year), is bling and ostentatious indeed. But above all, it seems the surest way to “be”. Even today, when we think of “luxury”, we first think of the heritage sectors (fashion, leather goods, jewellery, cars…), but above all of the names of groups, brands, the refined coats of arms of a distinguished, celestial industry. Kering, LVMH, Richemont, Hermès, Chanel… “Oh la la”, and hand on the mouth in O.
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