Their focus on design and what the user feels is amazing. Not so much so now, but the Steve Jobs era. My favorite example is a few years back (don't remember h

Their focus on design and what the user feels is amazing. Not so much so now, but the Steve Jobs era. My favorite example is a few years back (don't remember how many) - people perceived iPhones as waaay faster than android phones, even though they had similar CPUs. It's because Apple made sure that in the hardware + software, the screen refresh would take priority. So users would literally see everything faster. It took Google years to finally do the same - they simply didn't think it would matter.