“Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it, and the joy is gone. The joy is gone every day that they use it until they aren’t using it anymore. You don’t keep remembering ‘I got a good deal!’ because you hate it!”
— Tim Cook during Goldman Sachs Keynote on February 14, 2012.