It often feels like there are two factions working against each other in Apple.
One faction believes they know best, and have a specific aesthetic in mind when designing products (for example that Magic Mouse that charges on the bottom, which was a design decision to prevent people using it as a wired mouse).
Another faction seems to try to bring what humans actually want to technology.
Everyone says they want a fast computer that can compute half the galaxy, yet, when they have such a machine they become jailed to their desks in a semi-portable manner.
Everyone says they're fine with 5-10hours of battery life, but when you give people 18hrs suddenly everyone talks about being "free", which is something I experienced myself.
It's hard to reconcile, since some people seem to hate apple almost as a religion, and they have some really great points! But nobody seems to be competing with Apple on the same terms. There is no other manufacturer of computer equipment that has a whole package which isn't a letdown in most areas, usually beating Apple products in 1 or 2 categories.
Whether that be chasing the numbers (i9 5GHz!, 128G OF RAM!), some feature which is pretty good but not really fleshed out fully or "being a brand" and the aesthetics that go with it (Sony Vaios, for example).