Gates named his company Microsoft 'cause he figured that described the willy of his OS's typical user.
Now, that's funny -- not true, but funny enough for a comedy club routine.
The real reason is obvious to anybody with any marketing sense.
"Apple" is mysterious from that perspective. Whimsical, but it conjures up more negatives than positives. Some are crisp, but most are pithy. Some are pretty, but most of them have blemishes. They're fragile and need careful handling between tree and mouth. Their wells are seldom free of dirt, and they always need cleaning before using -- pesticides, you know. Thing is, if it weren't for pesticides, you'd never be the first to eat any particular one.
It certainly had great marketing and financing at the beginning, but without the whimsy and personality cult, where would Apple be now?
Maybe successful...?