My personal take is that Apple is at a dangerous crossroads right now as it attempts, once again, to reconcile its elitist leanings with its mass-market potential. The company has built the fanciest of shops in the highest-end locations and
really wants premium customers. Yet its implicit mission statement has been to simplify and democratize technology for everyone, not just wealthy shoppers.
Therein lies the conflict. Apple has created some of the most desirable products in the world at a
variety of price points, and it markets itself as a
provider of educational solutions for cash-strapped students and schools, affordable games for kids and adults, and music for everyone. On the other hand, it keeps
pricing itself out of gigantic developing markets, selling aging or downright old products at premiums over competitors, and
releasing new products that are more expensive than their predecessors. Does Apple want to be an affordable luxury brand, or just a luxury brand?
At some point, Apple will have made enough money that making more shouldn’t be a primary or even secondary motivator — like billionaires who turn to philanthropy, hitting trillionaire status would have been that moment for most companies. If Apple has that moment of realization, it should resolve its conflict in favor of public good rather than pure profits. That means getting its great products into as many hands as possible, even if that means going “downmarket,” with the resultant need for creative solutions to reduce store overcrowding.