The problem here is that Apple have successfully identified that it's not what you sell, but how you sell it. They've taken their lead from other manufacturers of "luxury" products - cars, handbags, watches, whatever.
They have swanky stores. The presentation of their products is carefully managed - look at the packaging when you buy an iThing. However, the greatest part of this is the presentation in their advertising campaigns. They clearly spend a fortune advertising how desirable their product is, in glossy, meaningless pictures, rather than what features it has.
Their competitors haven't got it yet. Feature- and performance-wise, we all know that Android tend to be well ahead of Apple. However, IMO they're not pitching this right. They need to fight against the fact that Apple loudly trumpet their latest/greatest shiny product as if it has cutting-edge features even though it's actually well behind the Android equivalent. I think that, say, Samsung would do well by putting out ads saying things like "Can't make TouchID work yet? It works fine out OUR phones!". Ditto battery life etc. IMO a bit of pointing and laughing would dent that Apple image of desirability.