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Apple gets to set the specs in detail, and deliver to the customer through a controlled retail experience (Apple Store, Apple On-line Store) that helps them explain the value to the customer and extract a premium for that value.
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Higher R&D costs than Dell etc. due to above. Slightly higher channel costs due to above. Can't be distracted by every dead-end niche (headless iMac) though vocal minorities will attempt to draw Apple into these traps. Will never compete at the bottom "junk" end of the market and that will limit unit sales.
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iPhone, bootcamp, and virtualization can be re-entries into corporate sales if Apple stakes out a premium position rather than chasing the beige box market...
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