Re: What study?
"If Apple got the likes of Aldi and Lidl..."
That might be a bit of a problem. The likes of Apple have one kind of market, the high "If you have to ask the price, you can't afford it." end of the market. Aldi and Lidl more for the "Watch every penny end."
On the other hand if someone has splashed out on an iThing then maybe they do need to watch what little money they have left.