If Apple sold a brick with an Apple logo and called it magical, the flock would be lined up to buy them for 199.99 each. Apple is a marketing/hype genius and they have built up a huge cult following that feeds on every word that comes from Steve's mouth. He must laugh until he cries when he sees the public reaction.
Some consumers are driven by price others by personal value judgement.
It's harder work targeting the second group but they are incredibly brand loyal.
To the point that the price sensitive consumer sees it as cultish. Mostly it because the tool just feels more natural, more comfortable, more productive like any well crafted tool should.
When apple lost it's way it was because they had lost the sense of fit and finish that attracted the second group. Same with Sony they use to be really great in this regard but really got stuck some where along the way.