This. Exactly this. It's why all my relatives have apple phones and tablets (with barely a mac between them), because - in their minds - it is simple to use and Apple will look after them.
Apple have a reputation* for actually caring about the device after they've sold it to you, which you can't say about most box shifting hardware manufacturers. In effect, they are a software firm that make their money from hardware, and that unique position means they can benefit in ways that Samsung or HTC simply can't.