Apple is one helluva marketing company. They're shit when it comes to actual innovation, but everyone thinks they're astoundingly awesometastic innovators because their marketing department tells you so!
Apple says they're at the top, therefore everyone believes they're at the top. Apple says they're the best, therefore everyone believes they're the best.
Apple says they're at the top, therefore everyone believes they're at the top. Apple says they're the best, therefore everyone believes they're the best.