Not everyone is able to afford an apple product particularly not in the region where I stay, apple products are expensive to purchase over here and those who are using trendy apple products are usually regarded as financially capable people in the society and I really have not heard about a new apple product that is less expensive because the price of the product keeps increasing as a new product is unveiled, as high as apple products get, their customer base also continues to increase and so many people want to associate themselves with apple.
The magic formula used by apple will be the unique style and quality of their product which has brought them faithful customers all this years, it is believed that once it is apple it is unique in style, in shape and in quality so its degree of quality is second to none (according to faithful customers), but there are also other competing mobile products that are way less than apple.
Another thing that apple does is that they do not provide you their product completely, they sell their laptops and mobile devices to customers and they eliminate certain parts of the computer which will make you pay more for the product if you want to get them. A normal apple mobile device does not come with much memory space so if you want to get more memory space for your apple mobile device, you will have to pay more for the memory space, the same thing goes for an apple mouse and an apple keyboard, a customized apple accessory will cost more to purchase and more to maintain which means more value to the company. There are competing products that offer similar speed, service and quality but they have not been able to beat the apple demand since apple has built a type of value in the minds of customers that will be quite difficult for a baby company to beat.
The value placed on apple products is the elegance that it offers, when customers buy apple products they are not just buying it for the technological impact, they are buying it for the style, the grace it carries, that aura of elegance with smartness and the prestige that it gives to the person holding that apple product. Apple can be considered as a company that is more of a luxury company than a tech company.