It's really curious that something as personal to people as smartphones don't have a rich-person equivalent the same way cars do. What is the McLaren of iPhones?
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The problem was that technological advances made this a very tough market. Nokia used to have a separate marque called Vertu (https://en.wikipedia.org/wiki/Vertu) to serve this market. But rapid technological progress meant that next year's $300 phone is batter in most functional aspects as last year's $5000 luxury model, so even the very wealthy would probably prefer this year's iPhone 17 Air to last year's diamond-encrusted iPhone 16.
The market might get revived when the tech improvement flattens flattens. like they did for cars.
There's gold plated / jewel encrusted versions of phones or graphics cards [0] but that's just making things look garish for the people that want to look rich. But as far as I know there's no 'bespoke' phone manufacturer on the same level as Swiss watches or hand-built cars. No real reason either; with a watch, any performance has peaked years ago so the only thing that remains is design. Phones are mostly functional, although I suppose you could do something cool with the back side.
[0] https://www.pcgamer.com/hardware/graphics-cards/one-day-the-...
It’s remarkable how every market where Apple makes itself at home basically has no real luxury bracket anymore.
Almost every visible accessory or piece of functional equipment has luxury models that may be only slightly functionally better (sometimes not even better, sometimes actually worse) but also charge massive margins.
Not so much with phones, tablets, or laptops. It’s as if the world has collectively decided that you simply can’t beat Apple, which astoundingly in the meantime completely ignores the luxury market. Even if you charged $50K+ per unit—I’m sure Samsung and every other maker would love to charge exorbitant prices for end-game devices—you’ll make a fool of yourself: iPhone will objectively be more premium, work smoother, have all the high-end apps, etc. There’s no choice but to tighten your belt and thin your margins to stay competitive.
I’m not sure how this (undoubtedly impressive) achievement makes me feel. Maybe it’s the feeling of finally being able to afford one, or the ability to say “it’s a cute expensive toy, but it’s objectively worse for X and Y reasons”, but there is something about the Leicas and Ducatis of the world.
Back in the day, Nokia had a luxury brand: https://en.wikipedia.org/wiki/Vertu
It was exactly the "expensive watch" model; priced absurdly high on the Veblen good theory. It didn't work.