“Price is rarely the most important thing,” he said. “A cheap product might sell some units … [Consumers] feel great when they pay from their wallet. And then they get it home and use it, and the joy is gone.”
“The joy is gone every day they use it — until they’re not using it anymore!” Cook said, his voice rising high. “You don’t keep remembering, ‘Oh, I got a deal.’ Because you hate it!”
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