How does Apple get away with its premium pricing?

It actually doesn’t get away with its premium pricing!

Instead, it gets us with its premium pricing. 

Typically, people think that they can command higher pricing by building a quality product.

Apple builds products that create the need for another interconnected product. 

It leads us from one product to another product or accessory, and makes money on all sides. 

Apple’s pricing has less to do with its premium mindset and more to do with its product strategy.

When you’ve spent $2k for a MacBook, $300 for AppleCare, etc., you don’t think a ton as you reckon, “Might as well buy a case and an HDMI connector too”.