The problem is that unlike others, apple has always had a very small product line which all look and are packaged similar.
(so much for "think different" )
So for instance apple moves its entire line to an aluminium look, and sudddenly all other aluminium computers/laptops are thought of as apple clones - despite apple rarely being the first at anything.
Same with packaging etc - any other company might package a few of its products in a similar glossly manner (before apple),
but the public only see that apple package all its products like that, so think of it as an apple feature.
Its good marketing, but wouldn't necessarily work for other companies.