For some of the great unwashed (not us of course!) that don't understand the draw, here's a fairly reasonable look at why Apple has become the most valued brand on the planet (and some other quasi techie stuff like Facebook) by a pretty funny BBC guy (they exist!). It's a regular television show that someone was kind enough to post on YouTube. The bits are a little long, it's a little dated too...but worth the time...at least IMHO. Parts 1 and 2 are mostly about Apple. The rest is Microsoft, Sony (and even a little about the adult video industry in context) and such.
Part 1 - YouTube - ‪SECRETS OF THE SUPERBRANDS-TECHNOLOGY-1.avi‬‏
Part 2 - YouTube - ‪SECRETS OF THE SUPERBRANDS-TECHNOLOGY-2.avi‬‏
Part 3 - YouTube - ‪SECRETS OF THE SUPERBRANDS-TECHNOLOGY-3.avi‬‏
Part 4 - YouTube - ‪SECRETS OF THE SUPERBRANDS-TECHNOLOGY-4.avi‬‏
Part 5 - YouTube - ‪SECRETS OF THE SUPERBRANDS-TECHNOLOGY-5.avi‬‏
Part 6 - YouTube - ‪SECRETS OF THE SUPERBRANDS-TECHNOLOGY-6.avi‬‏
EDIT: I'm told that you can download the full episode off Usenet (in 720p). However I don't have the link.