"The whole idea of status and conspicuous consumption is old luxury, " Danziger explains.

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Although Apple brags about its leading status for public consumption (which is good for the brand), it remains wary of overconfidence internally.

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Concentrating on volume, while maintaining quality, the vodka is looking to subvert a long-standing equation of consumption as a marker of social status, as was eloquently explained by Pierre Bourdieau in Distinction: A Social Critique of the Judgment Of Taste.

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