Nowadays Apple does take more than the sticker price: they take control of your machine. It has become nearly impossible to refuse a software upgrade, and actually impossible to downgrade. They sell this as a "feature", but actual cults also sell taking control of your life as a feature. And people actually find this attractive because it relieves them of the burden of having to think or take responsibility for their actions. There's a reason that both Apple and "real" cults thrive in the marketplace. True, Apple is not as bad as a "real" cult but the analogy is apt, and becoming more so over time.