Apple chooses a high-end, price-insensitive audience.
IKEA, on the other hand, wins you over with value, cutting costs wherever they can.
Apple designs the interior of its Macs beautifully, even where no one will ever look.
IKEA doesn’t paint the backs of bookcases, where no one will see.
Both approaches are thoughtful.
Are they for different target customer?
I buy and love them both.
