Why do Apple fans take criticism of Apple personal?

I know that Windows users are critiquing Microsoft all the time, and that a lot of them don't even like Microsoft. Everyone has got an opinion right, but I've never seen a group of people be personally insulted when you take on their favourite brand.

http://www.theverge.com/2012/9/11/3314119/samsung-anti-apple-commercial-photos

Looking at the Samsung commercials about Apple I thought they were funny and although it may not represent Apple in the right way, the reactions from their "fans" sure as hell shows that Samsung shed a light on this cult.

Would Microsoft fans behave the same way, I don't know I've never seen it before.