Some brands overprice their value but I don't think Apple do. All my family have I phones and 2 have I pads. I think they are brand leader because they are superior.
My eldest daughter (now 24) spends nearly all her money on jewelry, beauty-products and clothes. Everything has to be designer. She has an iPhone (gets the latest one as soon as it comes out), an Apple tablet and an Apple laptop. She is influenced by other young people she encounters, not by me as I have always been very frugal. Her latest thing is eyelash extensions. They glue long fake eyelashes to your own lashes. You have to get them touched up every couple of weeks.