This article is full of a lot of crap. There is a good parallel to be made between Apple and Tesla, but this article spends a lot of time babbling about nonsense (whining about overpriced bottled tap water when that&#x27;s found at every single grocery store on earth in 2015?)<p>As far as Tesla trying to make a cool brand; every brand tries to do that. That&#x27;s not what makes Tesla like Apple.<p>What makes Tesla like Apple is that it is willing to compromise in ways that most of their competitors aren&#x27;t; they are willing to have higher price tags, deliver products late and risk a lot of money by investing in something that could fail. Apple exmpales; the iPhone, the Apple Watch. Tesla examples; the Supercharger network and the Gigafactoy. They are not willing to compromise on quality. They may fuck up and make a quality mistake (inevitably they do), but they will not deliberately compromise on quality the way competitors will in order to meet a target price point.