> Costume jewellery, designer clothes, some kinds of art, all derive their value from the story the creators tell.

As a young lady my GF used to sell her handmade costume Jewelry on the street in New York. She said the key to selling was a card with a story. That was the difference between selling a brooch made of glass, brass and random bits held together with glue for $10-20 and not selling at all.

Things are different with utility items. I remember a retailer (my brain won't cough up the name, but every man over 40 would recognize them). He said his brand was, well made spiffy but not too spiffy men's clothes. His profit margin depended an a working age man being able to go in, buy a couple of shirts, pants, and a coat knowing he wouldn't look like a dork when he wore them to work.

I feel like that's Apple products too.