The interesting thing about luxury goods; there are certain low-key luxury goods which are very good. Ultra fine merino wool— a luxury, but no obvious branding. Only the wearer will know the difference.
Then there are certain “high key” luxury goods, in which an eminent brand logo or monogram is plastered, and it seems that the main purpose is for that object to be a totem of affluence. For example, a Mercedes Maybach logo, Rolls-Royce emblem, the Lamborghini script, etc. Or the Hermès “H” logo.
Certainly there are certain luxury goods which actually make your life better. For example, if you’re planning to do a long road trip in a car, having a car which has better noise isolation, doesn’t move around as much, and has better shock absorbers is superior.
Then the ideal is that on the outside it looks plain and obvious and generic, but on the inside, or the actual material is supreme.
For example, the ideal would actually be a debadged Rolls-Royce, and on the outside, it doesn’t look like a Rolls-Royce. No pantheon chrome grill, no spirit of ecstasy hood emblem, no “RR” logo. Just make it look like a plain car from the outside.
For example, at this point it seems that Leica cameras, especially the Leica M rangefinder camera is more of a luxury good rather than a pragmatic tool. Then a very interesting trend is getting rid of the red logo, and all the emblems. It becomes more of a “low key” flex.
Even the funny thing is that the Leica MP, or the “P” notion is that it is Professional, and professionals do not want to attract any attention towards them so, therefore to get rid of all the red emblems and the script, and just make it all black and stealth. The film Leica MP stands for Leica-M(Professional).
Maybe Apple should also be the same; technically the iPhone Pro should be more low key and stuff. Now, it seems that the iPhone Pro is more flashy, you know it immediately based on the stainless steel edges, and the triple camera cluster on the back. A true iPhone Pro phone should be all matte black.