Apple still charges high prices, but the story goes deeper than slow tech updates or loyal fans. The company has built a business on exclusivity and control in a world where everyone else races to innovate and share.
Apple’s devices don’t just sell for their features. They sell because owning one means joining a club, a club with tight rules and few exits. That closed system makes users feel special but also keeps them locked in. Switching away is costly and complicated. Apple knows this and uses it to keep prices high, even when the tech barely moves forward.
The new Vision Pro shows how Apple bets on creating whole new markets instead of just improving old products. Its $3,500 price tag limits buyers but positions Apple as a luxury brand pushing into unknown territory. It’s a risky move, can Apple turn curiosity into cash when most people don’t need this kind of device?
Meanwhile, younger buyers care less about brands and more about real value. They want sustainability and honest innovation. Apple faces a challenge convincing them that its pricey gear is worth it, especially when rivals offer cutting-edge tech at lower costs.
Behind the scenes, Apple’s power comes from controlling the whole experience from hardware to software to stores. That control means customers often have no choice but to stay, fueling profit margins even if the tech slows down. But that grip could weaken if users demand more transparency or freedom.
The real test will be whether Apple can balance exclusivity with genuine innovation and fair value. Can it keep selling status and smooth experience in a world ready to question everything?