The Brand
"Without the brand, Apple would be dead," Gobe said. He tells how brands have established deep, lasting bonds with their customers.
Apple, of course, is the archetypal emotional brand. It's not just intimate with its customers; it is loved.
"Apple is about imagination, design and innovation;" Gobe argued that, in some cases, branding has become as powerful as religion”. Research shows that Apple triggers a religious reaction from certain consumers. Of course when it’s considered as religion, we must have the believers- in this case, they are called “Apple fanboy”. These are notoriously vocal about the superiority of their platform of choice.
Emotional brand is always about people the company has established a "heartfelt connection" with its customers. This can take several forms, from building trust to establishing a community around a product. In Apple's case, its products are designed around people: "Take the iPod, it brings an emotional, sensory experience to computing," Gobe said. "Apple's design is people-driven."

In short, for Apple, brands are more important than products. Products have limited life cycles, but brands -- if managed well -- last forever.

Customer Service:
Apple takes the customer service to another level. When it comes to retail, Apple strikes all the right chords: an attractive physical store that mirrors the company’s holistic design, informative and knowledgeable salespeople with true dedication to customers. Not only are the Apple “Genius” store clerks knowledgeable about your iPod Touch, but they know about the device that came five generations before it. Apple has established itself as the best in the world at delivering these services.

Apple’s approach to its product design:
For any product that Apple creates, the people who create it have to want it themselves
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