#1 but more a #2, I definitely do tend to buy mostly apple b.c I enjoy their products and they work for me.
I can easily admit certain things in android or windows phones are better, but when you are happy with a company you do start to build a loyalty to them and want their products. I feel the same way about Panasonic TV's ATM.
outside of the electronic world, I feel the same way about nivea bathroom products haha