Technology is innately not pleasant or easy to use. Here are some observations I've made as to why Apple is so coveted as a brand and ubiquitous in today's market place, and in our daily lives.
Things Apple did right:
Accessible (Device in Every Home)
Beautiful (Design Centric Objects)
Intuitive (Focus on GUI, Interaction, UX & Language)
Lust Worthy (High Value Price/Covet Marketing)
Modern (Always Current/Relevant to Today's User Needs)
Philosophy Driven (Simple, Clear, Purposeful Vision)
Focus (Obsess Over Few Core Products)
There are micro facets within these few pillars of observation.
Principles: (1) understand and serve the customer better than anyone else, (2) forget about everything else, and (3) make sure every little thing you do serves (1), always and everywhere.