Comment by wdr1

> I still don’t get why apple chooses to devalue their brand so much for so little additional revenue.

Are they devaluing their brand?

Their sales are up.

Brand Finance Global 500 holds that at #1.

Fortune World’s Most Admired Companies places them at #1.

I cannot think of a single metric supporting their brand has been devalued.

Well, aside from a single poster on HN who doesn't seem to realize they're out of sync with the rest of society.