Apples filosofi vad gäller produkter skiljer sig märkbart åt från de flesta större företag. Tittar man på Apples produktlinje så är det en förvånansvärt kompakt uppställning. Genom att satsa på enkelhet vinner Apple med fokus och kvalitet i alla led.

”It takes courage to reduce the number of products a company offers from 350 to 10, as Jobs did in 1998.  It takes courage to remove a keyboard from the face of a smartphone and replace those buttons with a giant screen, as Jobs did with the iPhone.  It takes courage to eliminate code from an operating system to make it more stable and reliable, as Apple did with Snow Leopard.  It takes courage to feature just one product on the home page of a Web site as Apple does with each new major product launch.  It takes courage to make a product like the iPad that is so simple a child can use it.  And it takes courage to eliminate all of the words on a PowerPoint slide except one, as Steve Jobs often does in a presentation.”