Many big companies are researching on Apple's case study to figure out what makes them different from other companies and what is possibly be the reasons for their huge success in the industry. The vision and ideology of Apple are very different from other brands and they don't even consider themselves in the race of other mobile brands who always want to beat each other.
Sometimes it's very surprising for me how Apple manages to sell a lot of products every year without any major marketing investment. The reputation of the company is very strong in the market that they know their customers are waiting for their new products and they don't have to make more efforts to sell their products.
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