Lowering prices of products is supposed to make more money for the company. But the writer of an article I just stumbled into on Facebook seems to disagree. Citing Calvin Klein as an example, he says that while the brand was supposed to be "luxury", when they lowered their prices, they lost their customers who I assume are snobs. The moment they [their customers] started seeing their favorite brand in discount stores they lost faith in the brand. Could it explain why Apple overprices their products?