Well, they design the motherboards and work very closely with Intel (The MBA is an example). And they certainly don't just
envelop components in a "shinny" case. Apple designes the cases so that they are durable, well-made and work according to what they want their computers to be. Macs, when on, make almost no noise, up to the point when you don't know whether it's on or off. They come with the right ports (Although Apple seems to have a problem with the number of USBs
), throwing in necessary things like FireWire and eliminate WTF ports such as serial or parallel. They are well thought out (magnesium hinges in laptops (white iBook G3), handles (iBook G3), big trackpad (laptops), super easy upgrading (Mac Pro), space saving design (iMac), integrated webcams (Apple started the frenzy), etc...
They come up with good solutions and well-thought products. Something the vast majority of PC manufacturers don't, with a few exceptions (Lenovo, Sony...)
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