If it's that simple, everyone would be doing it. If 99% of the CEOs did that, no one would believe them, and would probably even laugh at the ineptitude. There's something about Jobs/Apple that makes people believe the BS.
The juxtaposition with MS.
In every other industry, there are at least 3 or 4 major competitors. Maytag vs Whirlpool vs Kenmore. Sears vs Target vs Walmart. CVS vs Brooks vs Walgreens. Sony vs Phillips vs Samsung vs Daewoo vs Panasonic vs Toshiba vs RCA vs ... . Abercrombie vs Banana
Republic vs Pacific Sun vs Victoria Secret vs ... .
The media usually portrays it as MS vs Apple (even though only a portion of MS directly competes with Apple). It's 1 vs 1. Flaws that are made public for MS force consumers to the "other" side. The flaws that weren't said (due to suing the press, manufacturing
rose colored glasses, mind control, etc) keep consumers on this "other" side. If people say Apple is cool, then MS has to be uncool. Bring in a third competitor and suddenly it doesn't become such a big deal. The differences are less noticeable. Bring in a
fourth, a fifth, maybe even get the count up to 30 and you might not even see any major differences that would force you to one company over another.
So, uh, in short..it's MS' fault that it's uncool and Apple's fault that it's cool.