“I would rather compete with Sony than compete in another product category with Microsoft. That’s because Sony has to rely on other companies to make its software. We’re the only company that owns the whole widget–the hardware, the software and the operating system. We can take full responsibility for the user experience. We can do things that the other guy can’t do.” Steve Jobs, 2002.
Apple’s “whole widget” approach has become legendary since Steve Jobs described it fifteen years ago, but since the company was stabbed in the back by trusted iPhone partners turned copycats, it has intensified this approach.
You got to own it
Traditionally, Apple has achieved success by creating unique user experiences.