Both
I think the fruit colors made Apple very, very unique, which I think is cool.
I have an iBook G3 (not clamshell) and I really like the ultra-clean look of the white design. I also like the all-silver previous generation MacBook Pros and PowerBooks.
For the unibodies, I think that they had to make the display bezel black because of the edge-to-edge glass display. Because of that, they had to make the keyboard black to match, or else the display and the rest of the laptop might look like it wasn't meant to go together. All black display and an all silver body? Maybe someone can photoshop that to see how it would actually look.
I think the unique-ness of the iMac G4 (flowerpot) was ultra cool. When you have the G4 Cube set up with the matching Cinema Display, Pro keyboard and Pro mouse, it looks really nice (I've only seen pictures). The iMac G3's back really does look better than the front of the PCs of that era, doesn't it?
So, I think Apple design did a pretty good job on most of their products.