Invincible Apple: 10 Lessons From the Coolest Company AnywhereArticle fort intéressant sur la stratégie d'Apple. Et croustillant :

"You can disagree with us, but our motives are pure." The App Store, Jobs wrote Tate, offers "freedom from programs that steal your private data. Freedom from programs that trash your battery. Freedom from porn. Yep, freedom."

"The great thing about omitting a feature that people want is that then they start clamoring for it," says Reid, the former Apple engineer. "When you give it to them in the next version, they're even happier somehow."

As the man ranted about being unable to do without his computer, Derr suggested that perhaps he should invest in another laptop as a backup. "It was like I'd said the magic words," Derr says. The photographer left the store with a brand-new machine.

The brains of Apple fans really are different. When Martin Lindstrom, a brand consultant and author of Buyology: The Truth and Lies About Why We Buy, examined those brains under a functional magnetic-resonance-imaging scanner, he discovered that Apple devotees are indistinguishable from those committed to Jesus. "Apple's brand is so powerful that for some people it's just like a true religion," Lindstrom says.

More often, though, Apple's willingness to abandon the past makes for better products. Nothing holds it back, so it can always stay on the edge of what's technologically possible. Plus, the strategy forces the faithful to keep buying new versions. One Apple customer recently emailed Jobs to ask whether Apple would continue to support the first iPhone, which launched in 2007. Jobs's response: "Sorry, no."