Reading back, it's an interesting thread. So, I rant:
Imagine for a moment that the question was "What's so Fantastic about (for example) Lenovo?" Would there be as much over-reacting and histrionics?
Why do you think Apple needs to be defended/disparaged? It's going to be successful whether you stamp your feet or wave your flags. It's only a company that makes consumer electronics....
I think this thread needs to be added to the list of first world problems
/rant
I think Apple's incredible comeback, from struggling to stay afloat in the mid 90s to becoming the most valuable company in the world about 15 years later is testimony to it's marketing genius. Most of this success can be attributed to Steve Jobs. The Steve Jobs/Apple comeback story - super-fantastic!
If in the late 1990s someone had said Apple would be the most valuable company in the world in 2011(or second only to Exxon), they would have been laughed at and ridiculed. And certainly, they should have been, as I don't think there was any strong evidence that they would become super-successful, with their declining market share and poor leadership during most of the 90s. I even remember some of my friends and co-workers in the computer business back in the late 1990s expecting Apple to go out of business by 2000 or a little later.
Besides his obvious entrepreneurial talents, Steve Jobs mystique contributed immensely to Apple's mystique and popularity. Jobs
is Apple.
The brilliant, bohemian visionary who co-founded the company in his garage in the mid 70s is one of those quintessentially American entrepreneurial success stories. That he was exiled from his company in the mid 1980s, only to return to his impoverished
kingdom company a decade later and lead it into an incredible new Golden Age is a story that sounds nearly mythological. The fact that he also backpacked through India for several months, was into Buddhism, experimented with LSD, and dated Joan Baez all helped endear him to the hipster crowd forever. The company probably wouldn't have even been half as successful if Jobs himself, as charismatic chief-spokesman, didn't become a pop-cultural icon, solidifying his role not just as CEO but as cult-leader of tech-obsessed hipsters.
Most companies just have customers - Apple has cult-members. Apple cult-members weren't just buying gadgets or computers they were buying little pieces of rock-star CEO Steve Jobs, hoping that Jobsy-artsy-visionary-brilliance rubs off on them just a little. Buying and using Apple products truly is a religious experience for many users, as the OP suggested(although I think we need better controls and a better study).
This is how I see things from the outside. I never use Apple products and find the cult-like devotion of it's loyal customers both amusing and disturbing. How Apple managed to pull off this ruse is fantastic, especially when you consider how the company almost died. It's even more crazy when you consider how big of a jerk the private Jobs was, compared to his public persona.