Well, I just went looking for a ram upgrade chip for my Mac. At Apple's online store, this chip was $300! I did a little research and found the same chip for $150 elsewhere. Only difference is the name.
Another example, Apple's excellently-written marketing copy would make you think that upgrading their OS will change your life, when the only noticeable change is you get "widgets" and a better search function -- both of which Google Desktop can give you for free.
That's what I'm talkin about. They do the same thing as Bose.