There's a book I read long ago, whose title I've forgotten, that argued all companies compete along five axes: Price, Quality, Experience, Access and Service.

Every company dominates one axis, excels at another and is at par with the rest.

One might argue that Apple dominates in the experience category and is above average in service with everything else more or less at par with the competition.

But they certainly don't sell experience.. they sell computers, mmkay?