Exactly why do Apple products cost so much?

What's in a Mac that's not in a Dell, HP, or Asus?
Other than a different OS, (not necessarily a better OS), I can't figure out why they need to be almost twice the price. Every other company has reduced the cost of a computer as technology became more readily available, and thus reducing prices...not Apple.

BTW...I owned a Dell Desktop for 10 years, and an HP Laptop for 5, with little or no maintenance. I've recently upgraded the Desktop to another Dell, and it's amazing. The laptop will soon be updated to another HP. No reason for me to switch to Apple and pay more.

Apple products are great, just overpriced IMO