I think of Apple as tech company that has fashion brand retail quality marketing and distribution, and highly developed internal hardware with very strong and w

I think of Apple as tech company that has fashion brand retail quality marketing and distribution, and highly developed internal hardware with very strong and well managed supply chain. Those are more advantageous features in smartphones than they are in desktop. The products are 'good' but not that much better from a feature/function perspective. They look a little cleaner, nicer, but it's not really features that make them better. Every employee rants, and thinks that 'the thing they are working on' is really important, and it's common that people think that the company has 'lost it's way' with this or that. The fact is, the 'speed' of the file system on mac and windows isn't very relevant. It works, it's fast enough. More paradoxically, the Windows UI's are a total confusing mess, always have been, and yet they've dominated on desktop forever.