While the brand always commands a premium (Gucci, Apple, etc.) the comparison is unfair. Fashion is all about image, not functionality so a Gucci t-shirt is for all intents and purposes a regular t-shirt with a Gucci logo (or worse [0]). In tech most companies do struggle to bring something all of their own. Apple in particular does an above average job at this: dedicated OS, dedicated CPUs, dedicated various other chips (like the T, W, U chips). Saying it's only a logo is disingenuous.

[0] https://www.dailycal.org/2013/07/19/kanye-wests-ridiculously...