We all know that the Apple brand is ease-of-use. But, usability expert Jakob Nielsen contends that this may very well be why Apple has survived all these years:
During its first decade, the Mac offered clearly superior usability compared to competing personal computer platforms... The Mac's miserable marketplace performance seems to pose a strong argument against usability. Why bother, if it doesn't sell? The counter-argument is that usability is the only reason Mac survived. Compared to the PC, it was much more expensive, had only a fraction of the specialized applications, and was cursed by Apple's business-hostile attitude. So why would anyone pay more for less? Because Macs were easier to use.