I used Windows laptops from various OEMs up until I switched to a Macbook in 2011.
The quality of the software (all the UX/UI beauty and reliability of Snow Leopard, iTunes used to be good) and hardware (touchpad was revolutionary, backlit keys, great keyboard layout for toggling sounds/brightness, built-in HD camera) was YEARS ahead of the competition, which is just now starting to catch up.
If you look at the market now, all the laptops look like knock-offs of Macbook design, and the software is evolving to be that way as well.
Apple was ahead of its time for usability and a frustration-free experience, but it's a stretch to say any of their new products are cool. Apple Watch/Airpods/iPhone 10X SE are not cool...they just signal that you have a lot of disposable income