personally i think apple is a premium brand, just like the £2 cookie example.
doesnt mean its any better or any worse than cheaper brands.
i think you are mostly paying for the "name". much like when you purchase an expensive pair of sunglasses. its all plastic at the end of the day, and some may be better quality than others, but you are mostly paying for the designer name and not the plastic.
so designer names in sunglasses might make you look cool, or seem rich, etc. with the apple "name" you know you are going to get a good customer service and a nice looking product. may not be as powerful as a laptop half the price, but sometimes its quality not quantity.
its all about preference though. if im buying a tin of beans then i personally go for a half decent brand as i can taste the difference and feel the increase in price is worth it. if im buying a pack of tissues ill go for the cheap ones, as they do the same job imo. it works the same when buying a computer. i spent £399 on my new laptop a few months back. i wanted to do some gaming, but couldnt justify spending another £100 or more just for the same kind of spec but with a good gpu. some people might be hardcore gamers and would rather spend an extra £100 or so on a good laptop gpu that £100+ on a ps3, then having to worry about where to put it, and getting a tv, etc.
personally id rather spend £399 on my spec of laptop than £700+ for a mac with the same spec. i cant justify spending an extra £300+ on a slightly better looking laptop / better customer service. i did in fact spend £150 on a 3 year warranty. i could drop my laptop out of a window, spill tea on it, or whatever and get it fixed. so even if the build quality may not match that of apples (it is still very well built) i can get it fixed for free anyway, and i much prefer windows.
just to add. i think this mainly applies to iphones, but before they were a premium tool, and something to be proud of. now every 17 yr old chav has one. i know many people who spent a fortune on one and simply use it for calls. whats the point?? if you are rich then maybe, but its just stupid.