In marketing guides, the phenomenon of Apple is often cited as an example of a successful strategy of emotional manipulation of people, when the customer audience is insinuated that you will be a bit cooler than others using Apple products.This example, according to experts, illustrates the fact that even the worst quality product can be successfully sold, because in modern society the overwhelming majority approaches the purchase not from the point of view of reason (considering the technical characteristics and the ratio of price/quality), but on emotions (Apple - better, buy it, and also become better than others).