I think one of Apple’s general strategies is limiting options and, thus, increasing the appeal of its current offering:
- They don’t sell small/cheap iPhones, so you tend to treasure more what you have; if you don’t have a small iPhone to buy, you’ll appreciate more the big-screen phone;
- They deliberately sell products with low specifications (low storage, low RAM, etc.), thus forcing you to pay extra for more capabilities; when you do pay, you like it more;
- They deliberately only give the most powerful features in an iPhone to the top-tier products; if you want to buy a cheaper phone, you’ll get last year’s performance; thus, you’re inclined to buy the latest phone and enjoy it more.
As I see it, restrictions increase pleasure. A user will like the products even more.
