Here in the US we get complimentary service up to 4yrs./50K miles which includes all brake components and most other wear and tear items too. After that, they can be more expensive, but the smart Bimmer owner will then find a good independant mechanic who will do the work for half the cost. Besides that, you have to pay to play. There are very few cars that have the same driving dynamics as a BMW, it's just that simple. And of the few that do provide the same overall driving experience, most will cost far more than a BMW.
If a car is simply for moving between A and B, then a BMW will probably be lost on those folks. However, there are still some people out there that like to actually drive.
Plus, it's nice to see them partner so nicely with Apple too.