Speaking from experience, it's the ability Steve Jobs has to merge benevolence with good design. It's a mission and within the DNA of Apple to bring to the worl

Speaking from experience, it's the ability Steve Jobs has to merge benevolence with good design. It's a mission and within the DNA of Apple to bring to the world good designs, intuition, and stuff that just works. At the end of the day it's just computers but when imbued with the idea that through computers peoples' lives are easier, more efficient, and more fun, you just attract people willing to work harder and longer and wanting to change the world. Sappy, yes, but it works.