Yeah, like with high fashion, Chanel's runway show is there to make sure people come to buy the perfume, the only high margin thing they sell. It never made a ton of sense with Apple because they're like Warhol's thing about Coke: there is no luxury Coca-Cola; everyone gets the same product because it's the best. Similarly, there's no better phone or smartwatch than the highest end made by the mass market companies.