Apple's advantage has always been writing software to work on limited hardware that they control. They don't have unique problems with massive scale.
I find it interesting to note how the quality of some Apple and Google software products is declining lately. Google Hangouts is a total buggy mess. And Gmail is worse than it was some years ago. It seems that big organizations inevitably get more disordered as they grow and age.
I wonder if this can be avoided or mitigated.