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Some people just love the brand. Say what you will about Apple as a company, but all of their products, and software suites work well together.
Some people also jumped on Apple in the early iPod days and just never left the ecosystem. They have years and years worth of experience in that ecosystem, and for them it may be too much to transition to something else, say Google.
It's the same, but in reverse, for Android users.
There's also the "indoctrination factor"; family members passing down either platform to new generations, or kids in school having peers from a different ecosystem.