On another note: You can love /hate them for Android vs Windows Phone or patent lawsuits, but Nokia is legendary. Their phones never freaking die. Nokia would be my first choice for a phone that just works. (I don't "live on the cloud" and can do just fine by checking FB once or so a day so maybe I'm different)
I feel this statement shows a fundamental misunderstanding of people. iPhones and other premium-yet-achievable consumer devices fulfil more than immediate usage needs. These people may do fine in this Nokia handset, but they won't want to do fine on the Nokia handset. It's cheap, they don't want to be cheap. Things are generally sold by people looking "up" instead of people looking "down".
Seriously though, Ikea doesn't thrive because of their marketing, at least not where I live. You barely see Ikea advertisements.
Ikea is known for having a wide range of cheap and moderately reliable furniture. They're known for mostly minimalistic, generally attractive designs clearly aimed at young people setting out on their own (be it for dorms or their first own apartment or house).
It's not necessarily so that the poor shop in European Ikea. But throughout most of Europe it's not considered specifically hip, or upscale.
That's probably based on it's history. It's not that long ago that Ikea seriously started to work on design. Most of the fare they had like 20 years ago can charitably be described as "rustic".
It also got a lot easier to build the furniture as compared to a couple decades ago, where you always had either spare -, or not enough screws.