iPhone. How can you explain the irresistible temptation to this object?

Recently, a friend showed me a luxury brand that I didn't even know existed. Marka was Outlooker, a line of clothing that originally targeted city dwellers, but which has become a favorite brand of online fashion-based consumers, obsessed with details and quality.

Clothes are, according to normal, costly standards: A pair of pants is $300, and a hair shirt with a hood is twice as much. However, Outlooker is far from fashion brands that produce simple shirts for 1,000 dollars, and clothing and costumes for much more. Instead, the lure of newer brands such as Outlooker is that they represent a design designed for the above average. They are extremely well produced for a reasonable price. Even their slogan, it's not about style or identity, but it's very simple: “Radical Quality”.

It was this focus on the quality, which just came to mind when the iPhone X came out. From the top of the day, the iPhone has received criticism as a desired object for people more obsessed with the tendency than the practice. Recently, though, there were also common technological defects among normal press calls dealing with technology and expected praise impressions. One page called the new iPhone screen the best one can buy.

These are the kinds of estimates that help to explain the endurance of iPhone attraction. It's more than marketing or commitment to brand. The iPhone offers the most modern form of luxury - the peace of mind, for consumers who just want the best.

The best “ ” is widely controversial, and using it immediately leads to debate on personal preferences. But in this case, the best “” does not mean an objective fact, for one thing that is ideal for all. Rather, it refers to the way we, as individuals, need to feel, that is, as if we made the right decision, that we actually bought the best thing. And Apple's power, it's just the belief that users did that.

This is Apple's genius, maybe even more than its products. In the 21st century, wealthy consumers have been bombed with options. Fenomen also has a name: tyranny of choice. Flooded by the variety of products, privileged people feel tired and even dissatisfied because it becomes impossible to feel secure in their choice.

Apple's clever marketing and design address this problem. iPhone X doesn't just have the best screen. Processors that empower Apple's equipment are also much faster than other smartphones in the market. The beauty of iPhone is also impassable. There is also the consistency of the Apple ecosystem: Solud conservation solutions, broadcasts of music, e-mails, and so on are just one click away and much easier and flowing, than what's available in Android or Windous.

In that sense, what Apple offers is a double form of luxury: being able to say that you have the best, and a sense of ease, for having to choose. The knowledge of the iPhone is the best way that choice has already been made for the consumer. So the iPhone is like a low rent, luxury version of the masses, an easy access point to consumer dream, to have luxury goods, despite the fact that it is not really rich. Whether it's the best iPhone, in a sense, what matters is that Apple is matchless, in its ability to make consumers believe it is. Positioning itself as the least complicated option, from initial choice to receiving service in a centralized country, Apple gives consumers a taste of luxury market, without being materially unattainable to the measures.

To be clear, from a comparison point of view, Apple products are far from free. But given the funding and subvention programmes of mobile phones, the difference between an ordinary telephone and the X 1000 iPhone is much less significant than it would be with many other categories of consumption, such as cars or furniture. To get the best in those categories, you would have to spend much more than you could. But if you want the smartphone with the best screen, the best design, or the best performance, $1000 looks affordable, be you a student, or a billionaire.

So Apple remains successful not just because of marketing or the perfection of design. Success lies in the fact that the company has co-opted the logic of the sophisticated market, friendly to design, and then democratized it. It has made products aspiring, changing aspirin itself. In the latest statement on profits, Apple forecasts up to $88 billion in revenue, a sum that will be reached by the price of iPhone X. For better or worse, the luxury strategy is working. / The Week é THE WORLD. AL