Novelty

Of all the passions that possess mankind, the love of novelty rules most the mind; in search of this from realm to realm we roam, our fleets come fraught with every folly home. – Samuel Foote

Isn't using this what Apple has been best at? Novel products can become fads but to become indispensable they must have value beyond their cost. Microsoft has been good at he latter, Apple the former. So the lessen to be learned is to imbue your product with both.