Apple is scary because they succeeded at creating a sect by frontal assault, so to say.
Google did that very subtly and precisely in the 00s, and like a decade ago firmly diverted to the MS way.
MS didn't go in the cult direction, they slowly and steadily capitalized on their monopolistic power with moderation and modesty.
While Apple almost from the beginning just shat on everybody and everybody asked for more. They even took the counterculture niche partially in the 90s and 00s. And for clueless people it's still them.