I'm old enough to remember when Apple was marketed as different. Because they were niche - to choose Apple was to signal that you're different from the masses.
That's still somewhat true - they do not yet dominate laptop or desktop markets, and outside the U.S. they are not (as) dominant in smartphones.
But they do dominate some of the newer product categories, just as they dominated portable music players - tablets, smartwatches.
I'm unsure how much of the headphone market they harvest.
My point of all this is that many got the pleasure of feeling unique and "smarter than the rest" by getting the novelty Apple items that most people were too ignorant to value. But it evolved over time and now maybe it's something else?