+1
To reiterate, they sell the idea, not the product. This makes it a lot easier to feel like Apple is more than just a "company". People tend to talk like it is an actual thing; "Apple has great customer service", "Apple treats its customers right."
We put more emphasis on "Apple" rather than the employees themselves. However when you go to Best Buy people complain that the "associates" are terrible and don't know anything; they don't talk about Best Buy itself that often.
I think they're... interesting. I love the MBP because of the OS, the build quality, and the things it gives me. Before I got it, I seriously thought about getting the M11X r3 instead. That has the same 2011 MBA specs with a 11.6 inch and 2 gigs of graphics ram. 2 Gigs. And it's only 1099. And that was after I had a MB for a few months and loved it.
All in all, you're buying more than just a computer, that is what Apple wants us to think/realize. you're buying into the ecosystem, the applications, the programs, the experience. It's much easier for us to relate to that than just a chunk of plastic and metal that runs the same Windows 7 every other computer around us does.
And, well, it's different. Aside from Ubuntu (which requires a much steeper learning curve), it's the only thing out there (commercially) for people to buy, and many people don't even know about the other forms of Linux.
And, in closing, I love Apple, but I also love other companies. I'm not saying it's bad or we shouldn't praise them for what they do; I, for one, will defend them on random forums just because the other poster is ignorant. However, I also know that they have flaws and, ultimately, they just want our money. That's why the damn computers cost so much.