Design design design, design design design.
Plug and play.
Human interface considerations taken seriously.
Longevity. All my Apple stuff still works, even the stuff from the 80s. All my iPods still work. I have never had an iPod serviced except for when I cracked a screen changing out a batt on a touchwheel iPod (complacent having done it before, case-cracking tool slipped in too deep the second time!) and then talked my favorite reseller into fixing that booboo for me. I have only had a bad logic board swapped out on one of the computers, and I think I had to replace a display backlight on a powerbook 170.
My latest secret was to buy Apple-refurb G4 powerbooks (extra QA is done on them, my impression) until the MacBook Air came along and bumped me back into the fast lane. I have bought iPods new and as refurbs.
MacBook Air with the SSD -- la ultima maquina. So fast so quiet so light!!!
And their stuff is basically like potato chips, just one kicks off the lust... so BEWARE, and HAVE FUN !