The luxury maker doesn’t really fear hearing that her food isn’t cutting edge. On the other hand, she lives in fear that she won’t be seen as an essential choice by the fashionable elite. And the tool maker works to avoid the opposite problem.
(…)
It’s possible (but unlikely) that Apple will become the first long-term cutting-edge tool maker that simultaneously exists as a profitable luxury brand. It’s unlikely that your firm will pull that off as well.
At some point in the evolution of every luxury brand, the users who care more about tools than about luxury begrudgingly shift away to more functional options. Not all at once, but it has always happened (so far).
