Apple does employ some tropes of luxury and fashion in marketing strategy, but they are absolutely not a "luxury fashion business". A large number of their products are utterly mainstream and often price competitive.

What they tend to shy away from are ultra-low margin sectors with little opportunity for differentiation and flooded with amoral competition. Sure, the cheapest iPhone is nowhere near the cost of the cheapest Android phones. But that's because most cheap Android phones are also abandonware, and/or manufactured e-waste, and/or using all of the conflict minerals/abusive labour practices/environmental hazards which Apple has to remain unambiguously distanced from.

> A large number of their products are utterly mainstream and often price competitive.

I agree with everything you wrote but this. Just because Apple products are within reach of a lot of people, it doesn’t mean that they’re not a luxury brand.

Apple is absolutely a premium brand, but they're not a luxury brand. The key distinction is that a luxury brand revels in real or perceived exclusivity; with prices set for the primary purpose of gatekeeping the brand to a select audience.

While not cheap, Apple products are obtainable and utterly mainstream. In fact in the rare instances where Apple has experimented with luxury it has been a dismal failure — Apple Watch Edition being a noteworthy example.