Once something becomes statusy, is seems pretty rare that it ever stops. You can’t outcompete Apple at being Apple, and to stay exclusive they can just keep prices up.

It genuinely was revolutionary when it came out. I guess they managed to leverage that into being a luxury brand, when no further world-breaking innovations were forthcoming. The only thing those really have to worry about is staying relevant, as opposed to going the way of fine china and monocles.