Apple does make quality products, like their laptops and all-in-one Macs. Their laptops are pretty much ahead of everyone else in terms of design, build quality including their great screens, and form factor. I've tried to find a really good replacement but they all fall in one+ categories. Apple also has the added benefit of having Apple Stores all around the world. It's definitely a positive atmosphere with a rich user experience. Last time I was in one, there was Adele - Rolling in the Deep playing and some of the employees were really getting into it. I have yet to feel that kind of fun atmosphere anywhere else while buying electronics. I always get the impression that the employees are genuinely happy, unlike Best Buy employees.
Like others have said, Apple is fantastic at marketing their products. Apple has developed an image as being the top company when it comes to computers, including tablets. Just a few days ago, my father wanted to buy his first laptop for his new business that requires online auction and he REALLY wanted a MacBook Pro even though it's definitely more expensive and powerful than what he needs. He loved the design, simplicity, and ease of use. Eventually he bought a Sammie because he didn't want to spend $1699 on a 15".