They couldn't, or otherwise every Apple customer would have a mobileMe subscription 😉
A small number of people buy apple stuff because it's apple no mater what the product is.
Most buy it because it suits them, and some of them are (or better said, were) prepared to pay a little more for the fact it is Apple. That is not the case anymore in most of their product lines.
I'm not prepared to pay more because a product has an Apple logo. I just think, and am willing to put my money behind it, that for example in laptops, the unibody enclosure is worth an extra payment. Or the trackpad. or something else. It has nothing to do with Apple as a company, cult or whatever. I just reserve the right to choose what i want, and will react to any comment stating that I do that because of what other people think. I drive a Dacia for christ's sake.