
The investment bank, UBS, recently made its case for investors to buy Apple stock this week by using a somewhat interesting analogy. UBS compared the iPhone maker to the growing fast food restaurant, Shake Shack, stating that the two companies are responsible for “the era of consumer experience.” To make the point more clear, an analyst quoted Shake Shack founder Danny Meyer, who argued that companies like his make “tougher, more expensive choices” that ultimately resonate with consumers and create a willingness to pay more for products. Meyer stated the following regarding the matter:
I want to buy food that makes me feel good to be buying it. I want to do business with companies that make me feel good to be doing business with them. We've reached a critical mass where there's just no going back.
The company's quick reversal — one that is hard seeing (late Apple co-founder Steve) Jobs making — probably enhanced its brand.
Source: UBS via AppleInsider