The “aspirational brand” value is a bit of Apple-ception, though. The really, really, luxury-level wealthy people buying Vision Pro, to inspire the just really wealthy people to buy the Vision Basic or whatever it’s called. It still is the price of the highest-end iPhone, and it’s far less functional.

I wouldn’t be surprised if they treated the Vision Pro as Apple’s version of the beta product - top-down rather than bottom-up testing.