I think trust and loyalty are fine. Exclusivity, not so much. For instance...
- I
trust that an Apple product will do what I need it to do. This trust has been earned by having multiple products of theirs do exactly what I wanted them to do.
- The trust that Apple's products has earned from me, has also earned a certain type of
loyalty. Loyalty in the sense that I look at their products to meet a need before looking elsewhere. This is a natural reaction to the trust factor that I've mentioned above.
-
Exclusivity is where it all falls apart. In the world of PCs, Mac isn't the end-all. They do quite a few things better than any other product on the market, but there are some things that they don't do as well. This is where other solutions come into play. Things like Windows (to a certain extent) and Linux (to a greater extent).
It's really a simple concept: Positive history breeds trust. Trust springs loyalty, but blind exclusivity can toss everything out the window. This concept is applicable to any product from any market.
As an example, my father has had years of positive history with Mazdas. Because of this positive history, he trusts Mazda to make a car he'll enjoy driving. This has created a sense of loyalty which means that whenever he decides to buy a new car, the first place he goes to is a Mazda dealership. Having said that though, if he doesn't find anything there to meet his current need, he's been known to go elsewhere. He's had Fords and Oldsmobiles, etc. It's just that Mazda is by far his first choice.
It's not like he's the first person on the planet to think this way, and everyone shops this way with at least one thing in their life. Whether it's always going to a favourite cafe for their favourite sandwhich, or going to their favourite website to order a computer from their favourite manufacturer.
Of course, there are always those people who try really really really hard to be their own special little flower, and who never ever shop at the same place twice or ever order two of the same item... but, well... if 6 different people all have a safety pin stuck in the side of their face, they're not really all that unique anymore are they?