If they're all running an unlocked Windows shell, there's really nothing that differentiates them from the rest of the pack. The first thing anyone looks at on

If they're all running an unlocked Windows shell, there's really nothing that differentiates them from the rest of the pack. The first thing anyone looks at on a laptop(unless it's closed) is the screen. And often, there is little to no branding on the keyboard and screen. So when you have a row of Asus, Acer, Compaq and HP ultrabooks/laptops sitting in a row, each OEM needs to find a way to differentiate themselves from the rest. Apple can present the unlocked shell because nobody else sells OSX devices.