Why do we love Apple products? Because Apple makes products they want to use.
This quote from Steve Jobs in 1997 says it all (it's from 30 minutes into the video, below - though, it's worth watching the whole thing):
I think every good product that I’ve ever seen in this industry and pretty much anywhere, is because a group of people care deeply about making something wonderful that they and their friends wanted. You know? They want to use it themselves. And that’s how the Apple I came about, that’s how the Apple II came about, that’s how the Macintosh came about. That’s how almost everything I know that’s good has come about. It didn’t come about because people were trembling in a corner worried about some big company stomping on them. Because if the big company made the product that was right, then most of these things wouldn’t have happened. If Woz and I could have went out and plunked down 2000 bucks and bought an Apple II, why would we have built one? We weren’t trying to start a company; we were trying to get a computer.
Right after that, Jobs also made the excellent point that:
It’s incredibly stupid for Apple to get into a position where for Apple to win, Microsoft has to lose. That’s really dumb. ... Apple can win without having Microsoft lose.
And, that has, in fact happened.