In the past this has been true because their exceptional design skills. But companies learned that skill, it&#x27;s not unique to Apple anymore. So for example, the Apple watch isn&#x27;t objectively significantly better than Google&#x27;s Watch OS.<p>But Apple still has a lot of resources and capabilities it can deploy to make something a sucsess, like any other big company, so maybe that&#x27;s what we should except from the current Apple - altough considering the circumstances - this can be very lucrative.