I think Steve Jobs nailed it on the head with his quote “you’ve got to start with the customer experience and work backwards for the technology.” This is what Apple has been doing for years. They are not spending hundreds of thousands every year on advertising and marketing for their products. The create a product that the customers love and let them do the selling for them. By creating a product that continues to remain similar each release and also has technology upgrades. They have created a brand that customers defend and remain loyal to.