[endemic]

> it makes you better than people who don't use our products.

It seemed to me that this was more of a product of the fandom. "Even though this Apple computer is less popular/useful, I'm a discerning tastemaker and am better than the unwashed Wintel masses."

[mietek]

The Apple “Lemmings” ad came out in 1985.

https://en.wikipedia.org/wiki/Lemmings_(advertisement)