“Cheaper” is never a deep human life goal.
I don’t often hear people say “I wish my life was cheaper”.
We never buy because something is cheaper. We buy because of the story we can tell ourself and others when we buy cheaper… I am a smart person because I get good deals.
But, Apple is not cheaper. It is about making you feel bigger.
Selling your services or products on the “cheaper” tag is not building a brand.
Ryanair is cheap, but cheap is not its core value.
Apple is 5% of the revenues of smartphones, but 85% of the profits. They create an experience that people desire, and the people are happy to pay.
My service might be cheaper… but there is something about my service that is far more valuable; there is an experience you can give others that is far more valuable.
If they end up paying less, that is a side benefit.
Few powerful brands are built on the value “cheaper”.