Don't forget back in the mid 90s, Apple was in the dumps, and the return of Steve Jobs brought the company back with the colourful iMacs and finally, the iPods (and also the oft-quoted rescue by Microsoft). During his tenure, he never declared dividends, becoming a cash rich company, and the rest is history.
Now, even after the passing of Jobs, Apple continues to be one of the tech innovators (forget about Android vs iOS for now) and a branding which everyone wants to emulate.
When I first stepped into the world of stocks and shares, Apple was the first counter that I looked at and bought (and sold just a few months later with a profit). The fundamentals and future potential is huge, and thus when I researched and overhauled my portfolio back in 2013 I had selected AAPL as one of the four counters for entry level exposure to the US market. I re-entered AAPL right after the 1 to 7 split and have been accumulating ever since.