As an Apple fan, technologist (and fellow shareholder), I worry about the reputation Apple is earning for itself. And it isn’t “luxury.” Many of my family and friends left Apple because they view them as greedy and resting on their laurels. And these aren’t people who can’t afford it (one is a top tier surgeon who makes easily a half mil a year and his wife is a VP at a bank). Customers who leave on those terms aren’t easily, or quickly, won back.
VP of banks and Surgeons are not in the hundreds of millions. Those are in the 1% group and is not representitive of the wider base of iPhone users. Apple use to be considered a luxury brand, specifically when they built just computers. But that has changed significantly over the years, yes, expensive, but not out of reach. I personally am a testament to that. When I started earning good money, in one day, I spent 5 grand on Apple products: maxed out iPhone X, 13 inch MacBook Pro for my brother, iPad Pro 12 for my brother - smart case and pencil, Apple Watch Series. I wasn’t even earning what would be considered high income. But it was a lot of money to not make me second guess about buying.
What I realized for this is, these products, while high quality, are not necessarily out of reach for a lot of consumers, especially in these times. While I don’t have that previous job that allowed me to splurge, if I wanted an iPad Air and iPhone 12 Max Pro, it wouldn’t require much from me on my current income to buy it. Another proof of this, I was in a convenience store, and saw some buying stuff with a EBT card, yet there she was with an iPhone 11 Pro Max in hand. I thought that was really interesting. Thousand dollar phone, but you are food stamps.
For me personally, is, I am just not excited anymore and I am more practical about my upgrades. 95% of what a iPhone 12 does, my iPhone X can do too. Sure, 12 has more RAM, can record DOLBY HDR videos, but the fact is, do I even need that today or tomorrow? Nope.