About "luxury" brand, if anyone can buy it at store (yes, almost all stores got iphones) then its not luxury. If they cant provide state-of-the-art support for customers, then again - its not luxury.
There is now nothing special in iphone, really, i don't even think that it should be called a high-end device (maybe in apple ecosystem it is). Take a look around, there are devices (smarphones) that are considered high-end and makes iphone 5 look like a toy. Better screen (retina is just a crap word now), much more advanced features, nfc, wireless charging, touch-to-send, cloud services bla bla bla.
I have an iphone 5 and Nexus 4 , and nexus 4 with stock raw android beats up iphone 5 ass all the time in all aspect of every day use of IT guy, and Nexus 4 is not even considered as a "high end" anymore.
(fanboys army activating in 1 ... 2.....3....)