[thinkingemote]

It's protection of one's investment. One doesn't just buy a laptop from Apple but one invests in all the devices, apps, ecosystem and brand. It's why past apple users express so much hurt when the company crosses a line. To leave or even to criticise hurts psychologicaly and financially. Thus it is logical to protect ones investment and defend the brand on social media.

This extends to many brands of course for example AWS or anything where time or the person is invested but it's most easily noticeable with Apple on HN.

[spacebear]

Yes. We live in a world where our only real freedom is our purchasing decisions. I think that leads to people making brands, TV shows, video games, etc. a big enough part of their identity that criticism of that thing feels like criticism of them personally.

[jkepler]

How is a laptop an investment? Its a tool one uses, but it doesn't generate a return, properly speaking. Or would you say that all tools are investments?