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@singspeed
You can't deny that they've got a good business model, and yes I agree that more people choose PCs for their familiarity (workplace etc), and yes, buyers keep coming back because everything is proprietary, made by apple, and incompatible with non-apple hardware and software addons/upgrades largely. However, I don't think it is purely their business model that has brought them success. They are a highly fashionable brand. People will buy their products because they are "cooler". It's a trendiness thing.
Microsoft made the Zune media player a few years back. It flopped. Apple at this moment in time could launch a hell of a lot of stupid items, which would still sell millions on the first day simply because of their brand.