Apple is a luxury good with mass appeal

Analysts were rooting for Apple to go low end with its iPhone 5C. Instead, Apple decided to price it pretty high. It was not ready to tarnish its premium brand. It should not and it will not. On the contrary, it seeks to extend its premium brand. The hiring of Burberry CEO takes the game to a whole new level:

Apple Hires Burberry CEO in Tim Cook’s Best Decision Yet

Now think about the iWatch project. It's not going to be something dueling with Samsung's pathetic Gear. It's going to be a fashion item. It's going to be a Michael Kors watch with mass appeal. Design, design, design.

She is wicked smart.