Software quality begins with the quality of the requirements.
High-quality software is not expensive. High-quality software is faster and cheaper to build and maintain than low-quality software, from initial development all the way through total cost of ownership.
“Rebecca and I may have the same application now, but in the next few months Rebecca's high internal quality allows her to add new features every week, while I'm stuck trying chop through the cruft to get just a single new feature out. I can't compete with Rebecca's speed, and soon her software is far more featureful than mine. Then all my customers delete my app, and get Rebecca's instead, even as she's able to increase her price.”