Legendary reliability? I hope you're being ironic with that statement.
A mate of mine, and plenty of others too, make good money out of fixing old MACs and selling them on eBay. Often or not he sees the same faults occurring time and time again; crap cheap components mostly. The trend at the moment seems to be display panels failing, which aren't especially economic to repair.
It illustrates the power of the Cult of Apple quite nicely; people spend a lot of money on a fruit theme something or other, and don't appear to mind when it breaks prematurely. Apart from my cousin who was rightly incandescent when her iPad stopped working after 3 months.
Compare that to PCs; I can't remember the last time I saw a PC just fail because of old age (normally dust, user miss-use, the occassional dead hard drive or PSU). And even when they do break they're awfully cheap to repair.
I wonder if Apple truly believe their own legend? I imagine not, and suspect that they take their large sale revenue down to the bank with a little bit of a cackle.