Well apple has a interesting consumer standpoint, they where prity much the first serious home computer start up to offer a easy to use machine that could entertain and be useful in the work place.
They offered the world the first GUI and pointing device (both taken from Xerox PARC) that made for a killer technology at the time as most computers where still using the terminal as the main interface, while some like myself love interaction with a computer like that most don't they want to point click and get it done, apple did this then IBM and Microsoft had to play catch up for a while.
I am not going to get into the whole fanboy issue as no single system has the audibility to perform perfectly under any circumstance but, apple market there products very well and central to that is the silence about new products. Remember when you where a kid of Christmas eve? you coulndt contain your excitement knowing something nice is coming but you have no idea what that is so your mind races and excitement builds.
That's what makes them such a much have item.