Design
That's the single word that best describes Apple. Not just industrial design, but UI design, software architecture design, design through layers of abstraction. The product of this is elegance and simplicity.
Marketing
It's about the marketing. Microsoft is, first and foremost, a marketing company. Although they lose when it comes to innovation, they clearly win when it comes to marketing and, obviously, money. Simply put, you cannot gain 90+% of the desktop market share without being the marketing king.
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