Whilst I personally agree that Apple doesn't really have any more loyalty to their customers than most other corporations, they're quite happy for their customers to believe otherwise.....And indeed they use this to differentiate themselves from the competition.
I see your point, but I would argue that this is simply better marketing on Apple's part. Microsoft appears stodgy by comparison, and *nix is fatally unsexy and not marketed to consumers anyway. But this image is in no way connected to the actual utility of the product. It's branding, nothing more.
I can't charge Apple with any special effort at deception though. At any rate, if one makes their living on a computer, they ought to be able to see through marketing-speak of this kind with regards to the products they use every day.
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