People's emotional relationship with a company or brand predetermines to a large extent whether they will react positively or negatively to a new product or des

People's emotional relationship with a company or brand predetermines to a large extent whether they will react positively or negatively to a new product or design. The same product released by Microsoft might have been met by a flurry of negativity and/or apathy, with a few people trying to fight the tide by pointing out positive aspects. With Apple the situation is reversed. The lesson is that actual execution is not so important, it is more how you have built your brand over time. It's just like at school, the same joke said by a cool kid and greeted with laughter, if tried by an uncool kid will probably fall flat. And it's hard for both school kids and companies to escape the trap of uncoolness - it tends to give people a whiny, desperate element - which people hate. Part of the reason people are so harsh on Microsoft and soft on Apple, because the former seems to try so hard to impress while the latter is effortless and self-assured. Humans can be pretty cruel. But I think it does make a big difference to your sense of self with buying or using products from these different companies - Apple users feel relaxed and confident with their iDevices, someone who uses Microsoft stuff might feel insecure and defensive in comparison.