The processors are similar, true. Although even that is not completely right. I believe Apple managed to get Intel to produce a couple of CPUs spec they way the

The processors are similar, true. Although even that is not completely right. I believe Apple managed to get Intel to produce a couple of CPUs spec they way they wanted... but a few months later Intel was free to sell it to others too. (I am thinking the original Macbook air, for example). They also use pretty standard graphics cards, CD/DVD drivers (although not always), hard disks and so on. But there are still a few differences. First: they case is most definitely something that sets them apart, and they are not "off the shelf". Second: they pick good combinations, which in a way it's easier for them since they are selling the computer as a whole and not for its specs. Hence if they think it's better value for money they may go with a camera that has lower megapixels despite having better images (e.g. more sensitive sensors). Or decide if it's better to invest in more RAM, faster GPU or faster CPU. And so on. Many (though not all) PC manufacturer are in a much more cut-throat market, and in such hyper-competitive environment it's not surprising that easily quantifiable numbers (e.g. MHz, megapixels, contrast, resolution, etc...) becomes the key point. Third: Apple has often thinks outside of the box, so to speak, and backs up new technologies much before others. Wifi was an example, floppy drive, USB, Firewire, multi-track, etc... They can do that because they control the whole stack, but it's still a hardware advantage in the end. Forth and last: they innovate some small details such as the mag-safe power supply, or the way it closes, or some other small touches...