It’s all in their name
A — Awesome — Apple aspire to make awesome new products.
As Steve Jobs famously said — we are here to make a dent in the universe.
P — Personality — Every new product is an extension of and reflects the Apple brand personality — cool, beautiful and simple.
P — Performance — Let’s not forget that Apple products perform at an amazing level (with a few problems along the way). They want to set benchmarks that others follow and admire not the reverse.
L — Leverage — One of the great strengths of the Apple brand and business is their eco-system of employees, suppliers, partners and promoters. Also their products all fit together in a powerful software eco-system that they leverage better than any other business.
E — Experience — When it is all said and done their never forget the customer experience. Intuitive design drives their innovation and the ultimate customer experience.
There it is — The Apple Secret:
Awesome — Personality — Performance — Leverage — Experience!