Halcyon was the first name to come to mind for me too.
I'm the among the biggest Halcyon fans around, and will concede that maybe there's a parallel to Apple in that H users are ferociously loyal and willing to pay a significant premium for a modestly superior brand, but that doesn't make them the "Apple" of scuba. Perhaps the Rolex or Lexus of scuba, but again, unlike Apple, Halcyon has never delivered a game changer. What's Halcyon's "i-Pod"?
C'mon folks. Apple has changed the way the world consumes/stores/distributes/listens to music. No mean feat. Re-badging existing reg designs or retrofitting the infinity system on completely commoditized product like a BP? Please!