Every year, with metronomic precision, it delivers another new set of hardware and software, and another set of technology building blocks that fit into a decade-long strategic plan. Never mind Apple in the 1990s — Microsoft in the 1990s could never manage this. Every year a whole new phone arrives, exactly on schedule, keeping or leading the pace for the entire industry, and then ships in the hundreds of millions of units, machined out of aluminium and stainless steel, at a 40 per cent gross margin. This is very hard.

Goed stuk over ‘the Cook machine’ van Apple: de militaire precisie die nodig is om jaar na jaar kwaliteitsproducten te lanceren.