4 Reasons Why Apple Products Are So Expensive
Written by
Nicole Spector
Edited by
Levi Leidy
Commitment to Our Readers
GOBankingRates' editorial team is committed to bringing you unbiased reviews and information. We use data-driven methodologies to evaluate financial products and services - our reviews and ratings are not influenced by advertisers. You can read more about our editorial guidelines and our products and services review methodology.
20 Years
Helping You Live Richer
Reviewed
by Experts
Trusted by
Millions of Readers
Apple catches a lot of heat from consumers who think the mammoth tech company is riding on its own coattails by releasing iteration after iteration of the iPhone. They want to see another Apple product that is nearly as groundbreaking. Not an improvement on or an extension of something that already exists, but a whole new thing.
But however strong these folks’ opinions are, they aren’t popular enough to be making a visible dent in Apple’s reputation — or its revenue.
In its Q1 2025 earnings call on Jan. 30, Apple reported revenue of $124.3 billion for the December quarter, up 4% year-over-year and an all-time record. Even when times are tough, people are buying Apple products.
Those of us hooked on iOS typically have no desire to change. We want our Apple products and we want them now and we want them despite their staggeringly high prices. But we do want to know: Why are Apple products so expensive?
A Minimalist Design That Makes High-Tech Tasks Feel Simple
Apple’s products are designed to provide an experience that is so sleek and minimalist, you won’t even think about just how high-tech and complex the products are. Think about the iPhone, for example. There’s a uniform simplicity to it. Every user is getting basically the same experience.
Apple’s lack of customization and options in its products has been known to frustrate and annoy users who want more control and involvement (these users usually swear by Android phones). But many of us want things to be as mindless as possible. We want our technology to do things for us without revealing any complications or flooding us with choices. And we’re willing to pay top dollar when it delivers.
Frequent Innovations and New Product Releases
Apple consistently rolls out innovative features and new products. Just look at how many models of iPhone exist since it debuted in 2007: 47. Apple dishes out an unthinkable amount of money on research and development to keep up the momentum.
Apple research and development expenses for the Q1 2024 were $8.268 billion — a 7.43% increase year-over-year, according to Macrotrends. These costs are passed onto the consumer via high price tags on Apple products.
A Tightly Integrated Yet Vast Ecosystem
Apple has created a nuanced and tightly integrated ecosystem of hardware, software and services. The company has done such an exceptional job in manufacturing and maintaining a connected world of its own that branding agencies rigorously study it, as do rival corporations.
In a case study published in the CDO Times in 2024, Carsten Krause wrote, “Apple’s ecosystem strategy has been so successful that it’s become the gold standard for other tech companies. Google, Samsung and Microsoft have all attempted to replicate it with varying degrees of success.”
Luxury Branding That Pulls in Everyone
In 2018, Andy Cunningham founder and president at Cunningham Collective, posted a blog on LinkedIn called “Apple: The World’s First Essential Luxury Brand.” She discussed how Apple was once a tech company but, under the helm of Tim Cook, has gradually shifted into the consumer goods arena and achieved the status of a luxury brand.
“Buying an Apple product offers the consumer an identity that comes with valuable social currency,” Cunningham wrote. “Apple products have become synonymous with the essence of cool tech savvyness combined with design sensibility and creativity.”
Apple products are expensive, in part, because the brand has become a premium status symbol that is, unlike most every other status symbol, attainable by the masses. No other brand as massively successful operates on this playing field where the elite and the average Joe have their whole world — Apple’s world — in common.
More From GOBankingRates
Sources
- Andy Cunningham, founder and president at Cunningham Collective, on LinkedIn, “Apple: The World’s First Essential Luxury Brand.”
- Macrotrends, “Apple Research and Development Expenses 2010-2024 | AAPL.”
- The CDO Times, “Case Study: Apple’s Ecosystem Strategy – Building Loyalty and Revenue Through Integration and Innovation.”
