Over the past 24 months, Warren Buffett’s insurance and investing conglomerate Berkshire Hathaway, has become one of Apple’s largest shareholders and Apple has become Buffett’s most substantial dollar value investment.

Initially, the revelation that Berkshire had started to build a position in the tech business surprised Buffett watchers. Historically, Warren Buffett has avoided tech businesses as he has said on many occasions he does not understand them, a view proved all too true by his decision to buy IBM stock, which ultimately proved to be a mistake.

So, what does the Oracle of Omaha like about Apple and why does is it the only large tech company that deserves Berkshire’s cash?

This was one of the key topics covered at the Berkshire Hathaway annual general meeting, held last weekend. Only a few days after Apple announced that it is planning to return as much as $100 billion of its cash mountain to shareholders via buybacks, throughout the Q&A session with Berkshire Hathaway shareholders, Buffett and Charlie Munger answered several questions on the topic of why attracted them to Apple in the first place.

Like many of the other products and companies owned by Berkshire, it would appear the main reason why Buffett likes Apple is the ‘sticky’ nature of its product. Responding to one of the questions asked by the audience, Buffett likens the Apple to Coke and See’s Candies, brands that have a strong relationship with consumers:

“Coke is a real bargain product. Just like with See’s – if a boy gave a box to a girl, and she kissed him, you lose all price sensitivity at that point. We like products where people feel like kissing you instead of slapping you. We are betting on the ecosystem of Apple products led by the iPhone but see characteristics that make me think this is extraordinary. After the Amex scandal in 1963, we worried about survival, but no one quit using the product.”