we also have joe jackman, a brand strategy and marketing consultant. companies having success getting close to luxury. can apple be a luxury brand, or does it just me to be near them? >> my first response is apple in its category, is near luxury or affordable luxury, simply by the way that it invests in the design, user interface. this is a stretch for them, but not a far reach in my view. cory: paul, what do you think? >> you read back to the walter isaacson binary of steve jobs and this is something that he talked about. jobs talked a lot about the idea that he did not think about companies like dell and microsoft in the way that he wanted to position the company but you thought about mercedes and bmw, these aspirational or near luxury products that can create a price premium and have the mortgage -- margins that lend to that. in a way, the luxury market is the jobsian way of thinking. cory: we have seen a number of high retail brands losing their luster. i am thinking of perry ellis. someone who has oversold their name to everyone who can make it, s