People bought it because they thought it solved an issue. Apple branding around other products have not made them successful (Apple Maps 2012, Ping, MobileMe, Newton, etc.)
But services have never been a core strength of Apple. They've always been at most "good enough". On the other hand, Apple has built up an enviable reputation for delivering well planned and executed physical devices with highly polished user interfaces. See also https://stratechery.com/2016/its-a-tesla/