This is, and always has been, an illusion.
They have brand fanatics that don't want to research alternatives because most Apple users aren't even close to knowledgeable of emerging technologies outside their own ecosystem.
Apple retains customers by making them comfortable with the fact they offer most of what they need, and in an attractive, easy-to-understand package. The walled garden makes them feel safe and connected in a world they are slowly falling out of touch with, or the world they never were in touch with (the tech world).
I know people of all levels of intelligence that use Apple. It's not about that... But I don't know a single apple user (that has chosen that path) that's highly knowledgeable about things like modern security, privacy, and/or the true potential and limitations of modern devices.