“The digital age changes our notions of quality, and in particular, our notions of the limits to quality. Generally, there are two limits to quality: The first limit is your imagination. If you are innovative, you can increase quality in many creative ways. The second limit to quality is what the customer will pay for. If your product is priced too high, even if it is of super high quality, you won’t be able to sell many.”
AAPL seems to falsify this. People willing to pay high prices for superb quality.