Associations are hard especially for a complex brand like Apple. Which audience lens are you putting this through?
I could see the following associations
Design, Ease (of use), Elegant, Sophisticated, Innovative, Clean, Silver, Seamless, Integrated, Visionary, Fanatical
Conversely if I was the competition or one of their Chinese suppliers I might say these associations
Ruthless, Overbearing, Labour Relations, FoxConn, Suicide, Tyrant (Steve Jobs personality)
The audience lens is critical IMHO.