Good example . BMW took a slightly different angle their ad copy says their vehicles are the ultimate driving machinesT 4 U 98 lQQacY . They don ' t insist they ' re the only cars , they just question why you ' d ever drive something else . I think Apple ' s take on reinforcing the old MacPC divide had a lot to do with their second architectural switch , when they moved to Intelbased platforms in 2005 . The PowerPC era had run from ' 84 through ' 05 and led to the division in software and operating systems . Jumping over to Intel platforms might make people question the value of continuing to run macOS . It ' s Intelbased hardware why not just add Windows to it and have compatibility with 97 % of the desktop market ? When hardware divisions were falling away , it became more important than ever for Apple to establish itself not just as a brand identity , but as a cultural identity . The MacPC ads cast Mac users as younger , cooler , and hip PC users were old guard , troglodytes , slow to adapt to a changing future . There had always been Mac people out there , mostly people working in graphics design or publishing , as the best apps for those workplace functions were usually found on Mac platforms . There was also a small but dedicated crew of folks running hardcore gear like SGI Visual Workstations for super highend rendering jobs , but the expense and rarity of the gear prevented a culture from forming around that equipment too specialized and ultimately the specialty gear collapsed down to the PC market as well . A day came when commercial offtheshelf stuff was performing almost as well as specialty equipment , and it became simpler and cheaper to scale out than up . Anyway . Apple wrapped a culture around being a Mac user . You weren ' t just a fan anymore they wanted you to feel like you were part of a movement , part of something bigger and better . This could arguably have been Apple ' s ethos all along , as their original 1984 Macintosh adR 706 isyDrqI makes those points in a notsubtle way . It really paid off by the time ' 07 rolled around , as that ' s when the first iPhone hit the market . Instant success . The things sold so well that there might as well have never been other smartphones . Poor Nokia ! As the years rolled on , the brand loyalty Apple fans showed to their products became quite the joke unto itselfDaxU 0 ut 5 tUw , though it ' s really no worse than any other rabid fandom . Sorry you didn ' t get a Genesis , by the way they were decent consoles , and the Sega CD attachment was more fun than I think people really gave it credit for . I was also an SNES owner . Sold my NES and all my games to buy one . That led to lots of repurchasing from secondhand shops after I got my first job , many moons ago .