Apple doesn't always compete the same way other businesses do in other markets. I know plenty of people who would never even look at Apple computers because they're Windows users, but Windows users have hundreds of options that Microsoft doesn't even make. Apple has much more control over its brand than its competitors do (in some categories.)

Nobody goes out to buy an Asus router. They just go out to buy a router, and Asus can't stop them from being flooded with options. By some stroke of fate, Apple can.