For what single idea does "Apple" stand in customers' minds? Here are some possibilities:
Easy to Use
It occurs to me that style and usability are both aspects of design, and that customers may perceive them synergistically. The ease of use seems to heighten perceptions of style, and aesthetics seem to strengthen perceptions of ease of use.
I haven't thought deeply about the issue, and I haven't researched it. So it may already be a known fact or may just be plain wrong.