This video shows potential customers how they can spend 10x more than they would for competing products in order to buy something that is actually more challenging to use. Then again he is talking about a Leica - the only brand other than Apple I ever heard Steve Jobs mention at an Apple keynote presentation.

10:32AM “You gotta see this in person. This is beyond the doubt, the most precise thing, and one of the most beautiful we’ve ever made. Glass on the front and back, and steel around the sides. It’s like a beautiful old Leica camera.”

This point is also picked up in the following news article:

I love my camera. I love it even though I took terrible pictures with it for a month. I love it even though I have to adjust the aperture, worry about depth of field and annoy my family while I twiddle with its metal knobs. I love it because it makes me think: about light, colour, composition. I take fewer pictures with it than I take with my phone, but much better ones. And I’m not alone in my love for my camera. While sales of point and shoot technology continue to decline, the market for fiddly manual cameras is growing nicely.

So some references then, to the hedonic benefits that customers can derive from this brand, and there are some more after this video.

I think the following comments from a review of the camera on DigitalSpy give some indication of its hedonic attributes:

When you consider what you could buy for more than £5,000 plus the cost of a lens, the Leica M starts to look overpriced. Is it worth spending all that extra dough when your photos are only slightly better? Assuming, of course, you get the composition right. Perhaps not. But then this camera is not for those on a budget or the penny conscious.

Like an expensive Ferrari turns a mundane drive into something special, the Leica M brings back the satisfaction from photography mastery.

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Going back to the comparison with Apple, had this to say about the Leica T (which is made from a single block of aluminium), 'This, you can't help but feel, is the kind of camera that Apple might make, if it were so inclined.'