I think you've hit the nail on the head. If a user isn't an idiot blindly following fashion (we know there are plenty who use Apple for "the looks" only). If they are a user who really loves Apple, it's really about the ease and smoothness of the services/ecosystem. The hardware can be crap priced twice as high as it should be at times, but the services are smooth and those who like them love them. I'm not a fan, but this is what I observe in the long-time Apple fans I know.