People responding in this thread are failing to realize that there are two types of luxury goods (to obviously oversimplify): luxuries built on hype, and luxuries built on quality/craftsmanship. (Said craftsmanship can be innovative or traditional, but there's the sense of pride in the work that carries through in both situations.) One (though not all) of the nuances that the parent post evokes is that Jobs challenged the company to be more than just a hype machine.