Whether you’re a die-hard Apple computer consumer or swear by your Windows PC, you have to admit that Steve Jobs and Steve Wozniak have a good thing going.

For one thing, it’s tough to find an Apple product whose name isn’t prefaced with a lower case i. For another, Apple has managed to lure early adopters into their flock who are happy to dump their still-functional products in favor of the newest and shiniest tech toy.

Click through this cluster of Apple innovations to see some eye-popping concept gadgets, incredible branding moves and unforgettable ad campaigns.