My entire family has Bose systems...they like them and enjoy them, but the main reason is because of its simple design. I have to agree with that, I like the design as well, its small and sounds good for its size. I think people buy them because its ready to go out of the box. There are no wires, no extra speakers taking up room, its just the system, it sounds good, and thats that. But I still think they are overpriced for what they are. Its just a convenience.
Apple is very good at marketing and know how to sell a product. I believe this Hi-Fi thing (something I would never buy) will still sell good enough just because of ease of plug and play.
As for that ridiculous leather case, and its "ingenious" ribbon (which apple makes it sound like it created the ribbon), I really hope people aren't that stupid to drop $100 on something that is supposed to make your toy more efficient, not less.