Apple's fortune started to change when they started building devices centered around the user experience. Focusing on performance is a dead end for hardware sup

Apple's fortune started to change when they started building devices centered around the user experience. Focusing on performance is a dead end for hardware suppliers as there'll always be another company out there who can compile the same components for a cheaper price. The iPad pro's customer target was focused on the creative type, hence their top notch stylus response. They're out performing wacom in many areas so that alone grants them a customer market.