I have a Nike avatar because it's my favorite brand my choice, not because Phil Knight tells me it should be. The products for my needs are the best. I don't get them for the status symbol of it...
No **** it's his money it's all our money we can do what we want with it. If you want something literally to show off that you have it because other people don't then that's silly to me. I ordered a gold because I wanted a white phone since I've had a black 5 and I actually liked how the gold turned out. I'm not getting it to "show off" because I think that's high schoolish...you're clearly missing the point trying to be made.
All in all you should get what you want for whatever reason it is. IMO if that reason is because you want to be cool then it's silly.
For YOUR needs. You buy nike because its your FAVORITE brand of clothes. These are choices bud, no more or less legitimate than his desire to own the iPhone because it's gold and, for the time being, a sort of "status symbol" (if he choose to view it as such). You're sitting there blasting him about it, when you're guilty of the same thing...pot calling the kettle black is the old saying.
You keep saying it's "silly" to you...you're one opinion. I think it's silly to buy overpriced Nike crap that is out performed in every way by other products for half the price, and I know for a fact (since I've been guilty of it myself) that Nike, as a whole, is a company driven by it's brand name, and not because of it's functionality...if people wanted the top tier product based on how it actually works for them, nobody would buy Nike stuff...I have Nike products myself, none of which were bought for any other reason than visual appeal.
Bottom line...and I say this again, who are you to tell a person what is a legitimate reason for them to spend their money? He could be buying the iPhone because he likes the way the box texture feels, and his reasoning would be perfectly legitimate, and just as realistic as your own.