In consumer electronics terms, people will pay £500 for a base model Ipad whereas you could get a similar spec'd android variant for £3-350.

Why do they pay more? Because of the percieved better quality ( and arguably apple products are superbly made ) but more importantly is the expert branding and marketeering behind Apple products.

On an albeit micro level, thats what everyone who makes handmade jewellery needs to do if they're interested in selling for fair profits, and not simply content with scraping by.

Just my humble opinion.

Nick