With the exception of the ASIAIR, I do not see any correlation between ZWO products and Apple. Their cams, focuser, filter wheels, etc are all made to work with many of the common hardware fits, finishes, sizes, and software platforms... in other words, they play very well with others...
The ASIAIR of course, will only work with their products, in the category that they make, meaning their cams, focuser, filter wheels... they don’t make mounts, and the ASIAIR is compatible with most mounts on the market. They don’t make DSLR’s and the list of DSLR compatibility keeps growing... but for those categories where ZWO competes, the AIR only works with ZWO. Maybe that is why some people compare them to Apple?
There is only one other ZWO/Apple similarity I can think of, and this is where I think Apple would love to be more like the ZWO ASIAIR Pro. I think Apple wants to convince us that their products provide a certain unique “experience” that you don’t get anywhere else... and that may be true for some folks. It is definitely true for some folks that the ASIAIR Pro offers a unique user experience that is not found anywhere else....
ASIAIR Pro is often compared, and rightly so, with other “controllers”, or “brain” type products, like, for example; Stellarmate, Astroberry, NUC’s, Raspberry Pi’s, Laptops with Windows, Mini Stick PC’s and so forth. ASIAIR’s abilities, like auto-focus, sequencing, GoTo, and Live Stacking are compared with software like SGP, NINA, Sharpcap, and PHD2. ASIAIR brings to the table certain connectivity and other desires, such as “i want to be wireless”, “I want to be remote”, “I don’t want cable spaghetti”, and so get’s compared to both hardware and software that aim to address these same desires, like Pocket Powerbox, VNC/TeamViewer, etc.
Whether in form, or function, different aspects of the ASIAIR gets compared with a great deal of other things... and rightly so. However, the ASIAIR is “more” than all these other things, because it brings all these aspects together in one place, elegantly, reliably, and simply. It delivers a user experience like no other product. Even the interface, which is easily touched on the screen does not bring the micro-pixel-chasing mouse driven drop downs, lift-click, or was that right-click, oh wait maybe it was double-click?... no, the interface is clutter free and easy to use, which just adds to that overall experience.
Room for improvement? Certainly, but I think the ASIAIR Pro actually delivers what Apple boasts about (whether Apple delivers or not is certainly in question), a unique user experience that no other product I know of does. Kudos ZWO.