You should meet the pro apple crowd
There really is a "Highlander"-esque sentiment among tech fans of any sort, but Apple vs IBM might have been the first. The idea that "there can be only one!" is terribly ingrained in the internet, as a result. Even Steve Jobs himself, ironically, noticed it and called out Apple for it when he came back to the company in 1997, and announced the partnership with Microsoft, with $150 million in stock being bought by Microsoft as a sign that Redmond believed that Apple would survive.
Steve's change of heart was't long-lived, or maybe not even genuine, as years later he would vow to go "thermonuclear" on Google's Android platform for perceived infractions on Apple's intellectual property, hence the long, world-wide series of lawsuits against Samsung, et al. Lessons were learned by Steve-O after trusting Gates in the 70's and 80's, and I suppose he focused on the wrong ones (protect the **** that got you here at all costs).
Also, you can't discount the human love for a good fight. We don't have the Coliseum anymore, nor its accompanying barbarians, and for some, these tech battles are the equivalent of the Super Bowl, the NCAA Tournament, the Stanley Cup, and the World Cup, all rolled into one.
Will it end? Probably not. Not until we change on a fundamental level.
