A major problem with many products, marketing programs, and everything else is a lack of discipline and long-range thinking that allows for slow, deliberate iteration and optimization over time.

SO why does Apple win?

One of the major reasons is that they create 1 product per category, and they do. not. stop. until. it's. perfect.

Other companies just make stuff up every cycle - seemingly to satisfy the whims of the latest middle manager or product manager.

It seems rooted in the "not invented here" phenomenon.

Focus. Discipline. Iteration. Taste. Judgement. Patience. Time.