Apple have, once again, topped the ACSI scores for computer makers in the US. It really isn't a surprise is it?
Macs are widely loved by their users, and often scorned and vilified by their non-users. Is that because their customers are "fanboys" (and fangirls)? After all, surely PCs offer more choice of software, better compatibility with a bigger user base, more processing power for your money. more choice?
In some respects they do, but in fact there's plenty of evidence that choice is not always a good thing. Neither is trying to be all things to all customers. Apple have focused on appealing very strongly to a certain type of customer. They identify their target market(s), find out what they want, and give it to them in spades.
That choice leads to customer satisfaction, but for years didn't seem to be transferring to market share of stellar financial success. Coupling that approach with unsurpassed branding, innovation, and design catapulted them into the big time.