The Costco Connection - December 2018

SPECIAL SECTION //

lthough many consider them high-
priced, Apple’s premium products
offer a unique value proposition that
might surprise even the thriftiest
of shoppers.

I didn’t always feel this way. I scoffed at fanboys who stood in line before iPhone launches, just to pay more for products that seemingly let them do less. But the Apple ecosystem won me over.

First and most obvious, Apple’s acclaimed design means you get a luxurious experience.

The Cupertino, California–based company started the crusade for thin-and-light computing, and it continues to pack cutting-edge technology into extremely portable devices.

You can feel the precision manufacturing and high-quality materials every time you pick up an Apple device. Less obvious are the internals that power superior performance and unique features. Apple designs its own mobile and wireless chips, giving the company a huge advantage over manufacturers using off-the-shelf components. And forward-looking features like Apple Pay (mobile payments and a digital wallet) and Face ID (facial recognition) use Apple’s hardware advantage to make everyday tasks easier and more convenient.

Then there’s the company’s vaunted ecosystem: iOS and macOS deliver world-class user experiences on iPhones, iPads and Macs. If you own several devices, the effect is magnified. Features like Handoff and Continuity allow you to work seamlessly across multiple Apple devices, and Apple’s iCloud and free i Work productivity software ups the ante.

Also, Apple’s service is second to none in the tech industry. The free Apple Support app puts help at your fingertips. Bonus: If you live near an Apple store, you can hit the Genius Bar for live tech support or take advantage of free in-store seminars.

Finally, there’s the company’s emphasis on privacy. Unlike other companies, Apple does not harvest your data and sell it to advertisers.

At this point, my wife and I own more than a dozen products—iPhones, Apple Watches, AirPods, HomePod, Apple TV, iPads big and small. I’ve seen firsthand the intangible value of a company that prioritizes cutting-edge design and premium materials.