They are hitting everything on all cylinders – industrial design, mechanical engineering, material selection and finish, manufacturing, supply chain, hardware, customer service, marketing, advertising, retail stores, their website, company structure and internal product development processes. And the software they make is deep and wide – OSX , iOS, respective dev platforms, all the productivity utilities they make, iTunes (owning the music industry), whatever cloud apps they are working on now…

All are benchmarks of the industry.

I'm not a blind fanboy, just impressed and happy to witness a company constantly iterating and making themselves better.