Consumers don't read spec sheets. My mother doesn't even know the difference between RAM and SSD - it's all just "memory" right? But she knows that when she goes to the Apple Store the computers are built to an impressive standard.

Quality speaks for itself, and the way that people buy computers is through their eyes and fingertips, not their heads.

Go to the Apple Store and just observe how people make their buying decisions. They don't just look at the spec sheet, they lift, type on, caress the computers. They want to know how it will feel to own one.