In the rise of PC vs Mac we saw a totally different way of communicating with customers.
PCs focused on awesome specs and pricing while Apple focused on lifestyle and design. Apple still talks about specs sometimes but only always in terms of “5x faster”. The result of this war was that PCs got cheaper, and cheaper and crappier while Apple could command much larger price tags.
PCs fought a war of commoditization, while Apple fought a war of propaganda.