And that is the MANTRA of the people who DO NOT USE the products, whistling past the success of the largest, most successful corporation on the planet. "It's all hype," they cry. "It's just marketing," they whine. "It's brand loyalty," they plead, ignoring that over ONE BILLION iOS devices (as of December 22, 2014) cannot have been sold to the same people merely by "brand loyalty."
That's a huge part of their overall strategy. They've for years been making deals with schools, giving Mac stuff to them for cheap or even free. Kids grow up not knowing how to use real computers so when they become adults they tend to stick with what they know. They built a cult following where people are willing to pay a premium to be part of the "in crowd" by sporting the Apple logo.