They make great products, consumers love them, competitors fear them and they make a ton of money.
Yet for all that’s been written about Apple, nobody’s been able to emulate them. What’s more, little more than a decade ago, they were on the ropes. At one point Michael Dell said he would just shut and give the money back to the investors.
Steve Jobs’ secret wasn’t that he saw what others could not, although he certainly had vision. What made Apple special was that he had the discipline to not do what others would. He limited himself to developing one new product at a time and focused his energies on building out existing products and platforms. That made all the difference.