Apple Stands Alone as a Luxury Brand

In his book The Four, author Scott Galloway wrote that compared to Facebook, Amazon, and Google, Apple stood “alone as a luxury brand.” When you walk into a coffee shop and see people working on their laptops, the iconic Apple logo elevated the owner over others by communicating wealth, education and Western values. This difference provides a moat unavailable to the other tech giants. “While the other three companies, the alpha lions on the veldt of high-tech competition, still face the prospect of an early demise, only Apple has the potential to cheat death.”