So while I think a Mac is a viable alternative to windows, Ive seen nothing that can answer my question - why are they so expensive ?
Because apple can get away with charging those prices.
Mixture of things I guess - part of it is obviously the design/branding in itself. Apple does invest a lot in product design, they spend a lot more money than most simply making sure the product looks and feels good. Some windows based laptop manufacturers will just get a generic looking case and fit the components in - if you just want something that does the job has xyz components then obviously dont go for the mac. Same reason some people may pay more for jeans from diesel and turn their nose up at jeans from primark they either like the design or are suckers for brand names or maybe a bit of both.
A few girls I know who own macs do so because theyre adamant that everyone knows macs are better than PCs so Id say there are a significant number of mac users who have simply fallen for apples marketing and/or macs reputation as a stable platform from the days when windows wasnt always that great has stuck somewhat.
Macs used to have a big edge when it came to anything involving graphics - although this edge is pretty much non-existant these days a lot of people in the supposedly creative industries have been using macs for years and continue to do so.
Theyre not as expensive as everyone makes out really - sure you can get some very cheap windows laptops etc.. but if you were to spec up a similar high spec dell you wouldnt have a huge gap in price. I know plenty of people who own macs - for some people if youre going to spend a grand or so on a laptop then dropping a couple hundred extra to get a mac isnt a big deal. Apple customer service pretty much beats anyone else too. I ordered the wrong display port cable for my mac - my mistake, phoned up expecting to have to RMA it etc.. they just sent me the correct one for free.
Apple does have a bit of a lock on OSX - if you like OSX youre forced (in most cases) to buy a mac - obviously some people will go down the hackintosh route but youre talking about a a very small minority of computer geeks.
Theyre a quality, albeit slightly overpriced, product - Ive got a reasonable amount of disposable income so Im happy to pay a premium ad get a mac for my general home computer type stuff.