It was a ubiquitous part of Apple's marketing for many years. Their two main (almost only) arguments for overpaying for their computers were that they were "easier" and didn't get viruses.
For example, read through Adweek's summary of Apple's "Get a Mac" campaign, which Adweek calls the best ad campaign of 2000-2010:
"PC has caught a virus and is clearly under the weather. He warns Mac to stay away from him, citing 114,000 known viruses that infect PCs. But Mac isn't worried, as viruses don't affect him."
"Trying to hide from spyware, PC is seen wearing a trench coat, a fedora, dark glasses, and a false mustache. He offers Mac a disguise, but Mac declines, saying he doesn't have to worry about such things with OS X."
"PC appears wearing a biohazard suit to protect himself from viruses and malware. He eventually takes mask off to hear Mac better, then shrieks and puts it back on."
"She has lots of demands, but her insistence that the computer have no viruses, crashes or headaches sends all the PCs fleeing"
