I totally see this point, in particular as an opportunistic Apple customer myself. Apple doesn't need to do marketing regarding some aspects of their products (

I totally see this point, in particular as an opportunistic Apple customer myself. Apple doesn't need to do marketing regarding some aspects of their products (e.g. build quality) and can focus their messaging on more specific parts. On the other hand, that doesn't seem to be what most consumers long for. Apple had two runaway successes with the iPod and then the iPhone, but to note, the iPhone is not the best selling phone brand nor dominates the international market. Same way Apple is not the #1 computer maker. So yes, focus and consistency brings tremendous value, but there are many other ways to get that level of value, and many customers will have different priorities. (I also don't think any brands need to be #1, being profitable should be enough, but I am more and more interested by how Windows has stayed at the top for so many years. In particular Apple progressively feels closer to Sony when it was at its peak: superbe products, strong ecosystem binging, coupled with also a heavy dose of strategy tax on how to benefit from what the other companies are doing)