There are people who have tattooed the Apple logo on their body. There aren't that many people who have tattooed Samsung's logo if I had to guess.

Apple cultivated and created their brand (rebuilt it really, as it did go through a rough patch in the past were only true believers were left following it). But now it is the brand people worship.

That is very important to consider when these articles are written. Most likely the writer is a tech savvy enough to personally either be in the Apple cult or not. And people will most often than not defend their own camp against the other camp. Those from the Apple camp who invested thousands of dollars in products will consciously and unconsciously defend it regardless of whatever the market is doing (as we've seen they've managed to twist and reinterpret the news in every possible to still make Apple come on top).

Another point to consider is this. Apple is a luxury product affordable by many. It is luxury because there is not other luxury phone besides it. The riches and most opulent person out there, will probably still have an iPhone or iPad. They'd buy a diamond studded golden case dipped in platinum for it but it will still be an iPhone. And this is the same device that someone who is middle class or below can still obtain. Think about it. What other luxury products are the same. Cars? Nope. Watches? Nope. Clothes? Not really. So that serves to reinforce the cult following. Look I can have the same phone as <myfavoriteactor> or other <famousperson>. That is pretty powerful.