Apple is in a league of its own in the tech industry. The company enjoys the kind of hype, admiration and success that no other company in the space can muster. It has become such a major force in the industry that companies like Dell and HP, arguably its two biggest competitors in the laptop and desktop markets, look dull and stodgy by comparison.

Perhaps that's why Dell and HP have a lot to learn from Apple about making and marketing products that fire the buyer’s imagination. Apple has changed the market and carved out a niche as the premium provider of hardware and software in the industry. But how it accomplished that and how it continues to enjoy success can serve as object lessons for Dell and HP.