Excellent analysis of how Apple is successful by Adrian Slywotzky at HBR:
Apple would love us to believe it’s all “Eureka.” But Apple produces 10 pixel-perfect prototypes for each feature. They compete — and are winnowed down to three, then one, resulting in a highly evolved winner. Because Apple knows the more you compete inside, the less you’ll have to compete outside.
That’s what we all forget. They don’t run out and build the first solution that comes to mind. They spend years refining their products and making them better and better, sometimes incremental changes1 and sometimes huge2.