I think the big difference is that in western economies cars are so expensive that about 80% of the sales are financed. In fact there's a fair argument to be made that
ICE cars are currently only selling in such numbers because of a car-mortgage debt bubble, created by overly easy loans given by the finance side of ICE companies. There's 1.1 trillion dollars of car mortgages outstanding currently.
(I.e. a vendor-financing debt bubble: the phenomenon that almost killed one of the largest dot-com darlings, CISCO. Drop in ICE demand due to EVs is going to hit them in the worst possible moment - but I digress.)
But the point is, many customers don't really look at the sticker price, they look at the financing rate, the monthly rates, whether they get the loan to begin with, versus the utility the new car gives them.
And the Model 3, once out in all options, will be a really ... addictive product in terms of incremental utility:
- $35,000 base price. Yay, we can buy a Tesla, we officially made it in life! Cannot wait to post this on Facebook!
- +$9,000: Long Range. 50% more mileage, no more range anxiety! More effective regenerative braking. Ability to do road trips without spending half the time at Superchargers, and charging faster as well. Ability to recharge only once every one or two weeks, if there's no charger at the condo. ("Also, while it accelerates better, that's honestly not the reason I want it, honey!")
- +$6,000: AWD. A must in the snow belt. Absolutely because of the safety of the children and the wife, not because of the acceleration! ("Even in sunny California AWD is a must because we always wanted to drive up to the Mammoth Mountain Ski Resort, honey!")
- +$4,000: EAP. AutoPilot makes you arrive more relaxed at work. More relaxed back home as well, through rush hour on the highway. Totally worth every single dollar, not to mention Summon and AutoPark.
- +$1,500: White seats. Totally stain resistant Elon promised, and they don't get hot in the summer. They also look slick as hell.
- +$5,000: Premium interior. ("Honey, this option is for you, look how nice everything looks with premium interior, and it's easier to clean as well! We get the premium connectivity package as well.")
- +$2,000: Premium paint. That red looks totally awesome. ("Honey, this is the one option we'll be buying just for me, and it's the cheapest - in exchange we won't be buying those overpriced $9,000 red brake calipers! Also, did you know that black is the hardest car color to keep clean??")
In a blink of an eye you are above $60,000 with a $1,000+ car mortgage, you have blown up the family budget and there's serious negotiations which option to nuke. Tesla is
really good at moving people up the price ladder and making them spend a lot more on a car than they ever thought they would spend.
With an iPhone there's very little true differentiation in utility, the choice is really binary: you either have it or don't have it. Storage space is secondary with cloud storage so there's really just two options that make sense: the most expensive iPhone (because it's the most expensive one), or the cheapest iPhone (because it's still an iPhone).