: It's because while companies like Microsoft and Google tends to keep most of their research work on a low profile, companies like Apple target user psychology and emphasizes on marketing. Ask around and you'd realize most Apple fans do not know that they didn't create technologies such as multi-touch display, the 3D maps, or even Siri. They simply bought what was already mostly developed by others.
Many of my friends or colleagues didn't even know who Jonathan Ives or Steve Wozniak was; they thought Steve Jobs designed and created all the well known Apple products.They didn't know of the failed one, such as the Newton either.
Sure there are some who do know, but where I come from, they are a minority. It's sad how blind brand worshippers can get.