Some may do so for the logo, sure. But I would not trick myself into believing that that's it, no further reason for their success than just good marketing, design, brand positioning.
When you purchase an Apple product, you (usually) get a level of refinement, ease of use, quality of design & function, which simply is well-rounded and works. With other manufacturers' devices you may get more peak performance in some areas but often not as polished, well-working across all of its functionalities.
I never was a big fan of Apple for my own use, because as a young gamer their computers neither offered high-end gaming performance (until virtualizing Windows you wouldn't even have access to 80-90% of the games) and were over-priced in an almost obscene manner. And their pricing uplift for greater RAM capacity remains bizarre till today. I would have liked the plug & play of the controlled environment though because I really never enjoyed the amount of tinkering the PC demanded even if you were not asking for it ("this should work but it doesn't - let's change the interrupt to seven, just guessing here - ah, now it works; why did they not document the interrupt correctly! Would have saved a lot of time and desperate searching...")
However, I am using iOS devices, namely the iPhone and iPad, because they just work so smoothly. The iPad was a revelation, I got my first in June 2010 when my wife just stared at me and asked, why the hell would we need that. Well, a year later and I had to battle to drag it out of her hands, once she had noticed that she could sit down in the living room and conveniently visit all the online shopping sites...
So Apple have something to offer, don't underestimate their value proposition.
I will be very curious about their VR/AR/MR device. At the same time it may not tick the boxes I am mainly looking for, I want high performance in a gaming environment, which means that for the time being I expect it to be PC based for high computational power (until cloud processing becomes viable for the super-short latencies required for good VR - some say the coming successor of LTE would offer that, but I want to see the stability of it in your everyday environment to be proven before I believe it, as any flaw, even if it just occurs every 2 minutes for a split-second, would be unpleasant).
Apple's product would probably not focus on high-end gaming, so it may be something I want to have, but only in addition to the high-end PC VR device.