I get where you&#x27;re going, but I would argue that Apple&#x27;s brand image isn&#x27;t luxury at all. Apple sits squarely in the mid-to-high end bracket — anyone who&#x27;s essentially &quot;middle class&quot; can afford Apple products, and their pricing indicates this. Examples of luxury brands that few people can afford: Hermes bags, Lambourghini cars, Cartier watches.