When I was in middle school and high school, I really loved Abercrombie and Fitch. Their stuff was always expensive, and they didn't have sales. If you wanted jeans, you spent $80. Wanted a polo? There was nothing under $40.
When the economy crashed, so did their prices. Walk into an Abercrombie now, and you can walk out with jeans for $30 and tank tops for less than $10. They've had to get rid of that "no sales" mentality in order to stay in business. Not too many people were willing to spend $40 on a tanktop when they could go to American Eagle and get one for $20.
Apple is... different. To me, there are no comparable products on the market. I have an iPod, an iPhone, a MacBook, and an iPad. I like how well they work, and to me, it's worth it to pay full price for their quality and customer service. How many companies are willing to do a full recall on a 5 year old product?
If I liked PCs, I would shop around for the "best deal," as there are so many similar products on the market. However, I feel that Apple doesn't compare with HP, Dell, etc... Apple products just work so well for me.