A silly hobby of mine has been to track Apple's use of the word "computer". They don't use it. The only use of the word that I can find, on apple.com, is in legal boilerplate.
I want a computer dammit, not an appliance.
I want a computer dammit, not an appliance.
It's just branding - they don't want to sell you a generic "computer" - they want to sell you a Mac. It's really not all that different from a computer. Might look a little nicer[1]. Uses a custom processor. But you can write software for it like a computer. And it can display things on a monitor like a computer.
They do have wrist, pocket, and tablet versions of computers, but those might be considered more like appliances.
1 - taste being subjective and all