Re: "Beloved products like the iPhone..."
The word "love" has a wide range of meaning, and doesn't have to have a human target. When I say "I love spaghetti" nobody thinks I'm angling for a marriage, getting a boner over my plate of processed wheat - or, for that matter, cheating when tomorrow I express my love for Ravioli.
I personally find it strange when people aren't passionate about the things around them. We only have one life, and we should avoid valuing material possessions too highly, but then that thought can also in some senses be reversed; we only have one life and we shouldn't bother with crap or tolerate substandard design. The best design allows us to achieve our objectives while getting the hell out the way.
One of my own passions is typeface design. The typefaces I value are, without fail, in every case produced by people who are themselves passionate about typeface design.
I expect the designers of the things I buy to be passionate about what they design. This The Verge story about Leica gives the perfect example of what I mean:
http://www.theverge.com/2014/4/24/5647694/leica-t-mirrorless-camera-photo-essay
Tell me the designers at Leica don't love what they do.
The prescient concept isn't from the verb "anthropomorphise," a more appropriate concept is the noun "aesthete." Personally I'm not a thoroughgoing aesthete; though I wouldn't mind being. But I am passionate about design.
And this is the real problem many have with Apple. The company, like Leica, produces products some suspect are for "aesthetes" and that attracts scorn. But if we are honest, most people want to be thought of as a bit aesthete themselves, and aren't because they haven't tried to educate themselves or have shied away from superior design due fearing it leads down a road to unaffordable expense (actually a fallacy, but a commonly held one)
I've noticed that when some people detect someone is adopting the ideal of an aesthete, they often feel challenged by it and get a bit nasty. They like to paint the putative aesthete as arrogant, pretentious or privileged and while sometimes (or even often) that may often be the case, it isn't necessarily so. The aesthete can just as often be a poor but passionate field photographer, filming an erupting volcanoe, or a farmer following Ruskin's rules for the English rural idyl. From the world of fiction, James Bond is a famous aesthete (yes he is arrogant, but also kind of cool).
The problem Samsung has is precisely that their devices are purchased by the kind of people who see being passionate about industrial design as grounds to be considered a bit of a dick. In the technologist market, the Samsung brand is identified with such people; they wear their disdain for anyone with a different view like a badge.
Wake up ! The result is before you and its called the Galaxy Gear :)