What’s making the difference is just how much mindshare Apple is building as a result of these types of tales of support love.

There’s a great urban legend about Nordstrom’s that they actually took a return on snow tires. Years ago, I did a presentation for Nordstrom’s in Seattle and had a chance to chat with some of the family members who still are active in running things.

Of course, I had to ask the question: is the story about the snow tires really true? There was a pause in the room and folks looked at each other and smiled. Finally, one of the family responded. I won’t tell you if it’s true or not, but here’s the thing, they’re not telling that story about Macy’s.

They’re also not telling them about Dell, Sony or Microsoft. Regardless of whether they’re exaggerated over time or not, these stories help further build mindshare today, and mindshare today leads to market share tomorrow.