Apple people are a people, but people who buy Dell computers are not. Apple people are a tribe and want to associate with one another. People with the same phone or computer (or now, watch) feel a common bond.
The truth lies in the power of story. Apple tells a great story without telling a story at all. It's not like they're writers or something. No, when you show up with a Mac to a coffee shop, what the product says about you is that you are cool and creative. You don't own pleated pants.
Apple has pushed out the message that their products make you a better version of you. Their products will make you more attractive and a better graphic designer. Whether that's true or not depends on whether or not perception is reality - or how deep you want to look.
The power of story is - uh, powerful. Stories change our behavior and even our hearts.
What stories are you telling yourself? What stories are others telling you? Should you believe them?
Photo credit: Ian Higgins via Flickr