Recently, a friend introduced me to a tier of luxury I didn’t even know existed. The brand was Outlier, a clothing line initially aimed at urban commuters, but that has since become a favorite of style-conscious online consumers obsessed with detail and quality.
The clothes are, by ordinary standards, expensive: A pair of pants goes for $300, while a woolen hoodie vest fetches twice that. Still, Outlier is a far cry from fashion brands that peddle plain t-shirts for $1,000, and dresses and suits for exponentially more. Instead, the appeal of newer brands like Outlier is they represent purposeful high-end design. They’re exceptionally well made for a reasonable price. Fittingly, their slogan is not about style or identity, but instead, simply: “Radical Quality.”
It was this focus on quality that came to mind recently as the iPhone X launched. Since its inception, the iPhone has drawn criticism for being an object of desire for people obsessed with trends, rather than practicality. But recently, among the normal tech press chatter and expectedly laudatory reviews were also the usual technical breakdowns. One site called the new iPhone’s screen the best display one can buy.
It’s this kind of review that helps explain the enduring appeal of the iPhone. It is more than marketing hype or brand loyalty. The iPhone offers the most modern form of luxury: peace of mind for consumers who simply want the best.
The term “best” is hotly debated, and any use of it quickly devolves into an argument about personal preference. But in this case, best is not meant to connote some objective fact about a thing being ideal for all people. Rather, it refers to the way we as individuals need to feel as if we have made the right decision — that we have in fact bought the best thing. And Apple’s appeal remains firmly in convincing its users that they have done just that.
This is the genius of Apple, perhaps even more so than their actual products. In the 21st century, wealthy consumers are bombarded by options. The phenomenon even has a name: the tyranny of choice. Overwhelmed by the sheer breadth of products, privileged people feel exhausted and even unhappy because it becomes impossible to feel secure in their choices.
Apple’s clever marketing and design addresses this problem. The iPhone X doesn’t just have the best screen. The chips that power Apple’s devices are also …read more
Source:: The Week – Tech