They have different priorities than a lot of other tech companies. Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good

They have different priorities than a lot of other tech companies. Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products…We trust as a consequence of that, people will like them, and as another consequence we’ll make some money. But we’re really clear about what our goals are. - Jonathan Ive, VP of Industrial Design at Apple