The sad thing is, I've come to realize more and more that they don't even make the hardware. They just package it well.
Don't get me wrong, that's a big portion of the appeal. But at the end of the day, Apple has simple become effective at putting together other people's hardware into a pretty container.
Note: I'm ignoring the software end of this, which I realize is a big factor for many people as well. I'm merely focusing on the hardware end.