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So many parts across the stack need to work well for this to go well. Early support for popular software is a good example. This goes from partnerships all the way down to hardware designers.

I'd argue it's not about engineering more than it is about good organizational structure.

And having execs who design the organizational structure around those goals is part of what makes good engineering :)

It's about both control and engineering in Apple's case.

That's really not the case, if you're in Microsoft or Linux's position you can't really change the OS architecture or driver models for any particular vendor.

That generality and general knowledge separation between different stacks leaves quite a lot of efficiency on the table.