I would say products where the product price is high, the social status of using the product is high, and the profit margin of the product is high. You could add some other details, but I generally think of those things when I use that term. With that said, it's true the term is a bit overused for a company like Apple. But regardless of the labeling, I think customers of Apple fitness devices will, on average, be happier than customers of Google fitness devices for the aforementioned reason.