People who say looks don't matter probably don't own an Apple computer. Its sleek, minimalist appearance elicits coos and exaltations as "cool" and "elegant" from loyal devotees.

Computer programmer Sean Bamforth couldn't agree more -- his new Mac "mini" looks "really cute" on his desk at home in Halifax, England. But that doesn't mean he likes everything about the Cupertino, Calif.-based computer maker.

He is among many loyal Apple customers who recently purchased new Macs and feel they deserve a free -- or at least discounted -- upgrade to the new Tiger operating system that hits store shelves this evening at a list price of $129. "My machine is two months old," he said in a phone interview.

Anyone else in Bamforth's shoes is likely to meet the same fate. While Apple has said it would provide Tiger for free plus the $10 shipping and handling costs for anyone who bought a Mac on or after April 12, Mac purchasers who bought before then are out of luck. It's a stance the company feels it can take because its computers are the apple of their users' eyes.

Unlike Windows-running PC competitor Dell, which has built its business luring in customers with lower prices, rebates and free upgrades, Apple doesn't make such accommodations. Enthusiasts and critics say the reason is simple: The difference between an Apple and a Windows PC is a BMW to a Kia. "They may get similar gas mileage," said Apple enthusiast Erik Ketzan of Shadyside, "but there are so many differences in the way they perform and their reliability."

Apple has managed to flourish -- its most recent quarter saw earnings surge sixfold on record sales of desktop and laptop computers -- despite capturing only 2.5 percent of the personal computing market. That's because Apple is doing what clothing designer and fellow household name-brand Ralph Lauren did in the 1980s -- winning the brand war and charging higher prices as a result.

By selling a "digital lifestyle," in which urban hipsters with disposable income and an eye for aesthetics crave all things Apple -- the computer pioneer that almost failed before hitting the comeback trail has become ingrained in popular culture. It's not just selling an iPod or a Mac or iTunes; it's selling a way of life.

"There's nothing new about people being devoted to the Mac. It's been like that since 1984," said Dean Gallea, a chief computer tester for Consumer Reports in Yonkers, N.Y. While Apple products are more expensive, they tend to crash less than Windows-based systems and typically are easier to use, making the price worth it for many.

"Apple [officials] will charge as much as they think they can get," said Carl Kelly, a tech executive who lives in Upper St. Clair and whose family shares three iPods and two Macs.

Kelly said he has loved Apple since the '80s and already has ordered the Tiger "family pack" that allows five computers to load the new operating system for $199. "They are not trying to be the Ford of the computer industry," he said.

Kelly concedes that consumers pay a premium for Apple -- a regular Mac can cost as much as double a comparable top-of-the-line Dell system, whose technical computing specs may be similar.

But computer buyers, Gallea said, aren't going to choose between a Windows PC and a Mac based strictly on performance specs. What matters is "the mystique of the Mac."

Mac lovers contend that the design, ease of use and reliability set it apart from other computers, and they are willing to pay more for the security. A December 2004 Consumers Reports issue placed Apple's desktops far ahead of competitors in customer support and security.

But Consumer Reports' Gallea said Macs benefitted in part because users weren't breaking them open, tinkering with them and ultimately breaking them like the often more technically curious users of Windows PCs do. Plus, unwanted invaders mostly attack Windows-based PCs, not Macs, he said.

Defenders of Windows PCs say much of Macs' mystique reflects computer users drunk on Apple's "cool"-aid .

"The only reason that people buy them is because they look cool," said Shadyside resident Tatyana Margolin, who professes happiness with her Dell laptop. "They really feel like it's going to bring them into this 'cool community.'"

Still, Apple's hipness means that despite the complaints of some customers expecting more bang for their buck with free upgrades or even free iPods, it doesn't have to give in. It will continue to capture customers without frequent sales, promotions and other incentives.

"Enough people are willing to buy the iPod," said Chris Crotty, a Santa Clara, Calif.-based senior analyst at research firm iSuppli. "And people who are buying [it] are willing to spend the money on the computers as well."

Indeed, Apple's already-cool factor exploded last year with the advent of its own music downloading service and the iPod, its wildly popular MP3 player made all the more hip by TV commercials featuring U2.

"At this point, they have a strong brand that resonates with the consumer -- particularly the younger generation," Crotty added.

It was the iPod that made a believer of Bamforth.

He fell for what Apple has termed "The Halo Effect" -- Mac converts who were reeled in by their satisfaction with their iPods. "I feel a little bit proud that I'm not running with the Mirosoft herd," he said.