Reading this article, I've come to the conclusion that I would detest Apple not nearly as much were it not for this 'magic' label. I know it was placed in the title ironically, but when confronted with users who really believe that their latest iThing is truly a gift from God, I am filled with an overriding sense of righteous indignation that means I must ... MUST strike down their naivety.
If public opinion of Apple was that they made very pretty gadgets that work very well for what they do, but also come with the technological equivalent of training wheels and a lease (for you to wear) that significantly reduce their capabilities, then I'd accept them a lot more. Perhaps that's why I respect the Mac - because you have a lot more freedom than with the iPhone / iPhad.
This constant PR spin to label them as special, however, I have come to realise is the root cause of my unquenchable desire to rip apart the façade. But, of course, that veneer of magic is The Enabler of Ludicrous Prices.