Tell them that PC users are pudgy clueless dorks, and Mac users are cool laid-back professionals popular with the opposite sex.

Tell them that PC's crash all the time and Macs never crash, ever. Compare the speed and smoothness of a brand-new, top of the line Mac with their 7-year-old PC running the original installation, including the bloatware that came with it.

Tell them that Macs are intuitive and easy to use and PC's are difficult and non-intuitive (never mind the 'rest of the story' which is that whatever system you're accustomed to is easier and more intuitive)

Tell them that the glowing apple logo is a sign of brotherhood with other members of the apple elite, and they'll be respected when others see it, not viewed as just another apple dork.

Tell them that they're paying for superior quality components, made overseas under strict standards.

Tell them how nice it is to go into a nice big white sparkling apple store so the genius can explain why the problem is your fault and you can either buy a refurb for a discount, or be a true apple-respected customer and just buy a new one, along with a couple of whatever new i-devices are handy.

And of course, tell them that money doesn't matter to apple lovers, because they are getting the best. (the best brainwashing marketers can provide, but leave that part out).