People need meaning in their life and they want to be part of something bigger than themselves.
Apple isnt selling computers they are selling membership into a club comprised of artistic altruistic thinkers. Apple consumers worship Steve Jobs like a rock star. And just likea a rock concert. They camp out to consume the latest offerings. The product is sold but it is the perception of image and community that is consumed.
This applies to following products :
Religion; soda; music ; restaurants, universities ; clothing ; sexual identity ; sports ; weight lifting; race et cetera.
Identity is a chimera it means what we believe it means. (it is like race a subjective construct) So purchasing products helps to create and sustain identity.
When was the last time you drank OE 800?