A good design is a brand in itself. But just as an idea if not executed is nothing, so is design without positioning and marketing.

Apple design is one such thing. Infact Apple branding is so ingrained in all the communication touchpoints, the products and the involving interaction that it is difficult to separate the brand. Some pointers that result in branded design effort would be

• Consistency
• Holistic vision
• Micro and macro management
• Attention to detail

But the most distinguishing factor is ‘Passion to deliver’ and passion is indeed inspiring, coz passion is emotional.

http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677