The Software

• Only computers made by Apple can run the Apple operating system, as opposed to Windows, which runs on many different brands of computer. Allowing the Apple operating system to run only on Apple computers gives Apple complete control of the software. Apple uses this fact to make its products user-friendly with a consistent, high-tech user experience.
  
  

The Hardware

• Since Apple designs its own hardware to run with its software, it can control the products and its brand better than its competitors. Apple uses this control to consistently market products featuring high quality hardware with the emphasis on good and consistent user experience.
  
  

The Design

• Apple solidified its reputation for superior software and hardware with the Macintosh line of computers and then, with the return of founder Steve Jobs in 1997, turned its attention to the design of the computer itself. Customers who already preferred the Macintosh software and hardware were now offered sleek and streamlined or minimalist designs in many colors. After 1997, Apple computers became known more for their superior design than for better operational characteristics.
  
  

The Brand

• After 2001, with the introduction of the iPod, Apple branched out to create portable music players, phones and tablet computers with the same attention to design that had characterized the Apple computers. The proliferation of such Apple products strengthened the overall Apple brand and the "cool factor" allowed Apple to gain market share in computers while expanding its reach in music and smart phones.
  
  

The Cost

• The success of Apple's brand, together with the perceived superior qualities of its hardware and software, allows Apple to charge a premium for its products. This premium allows Apple to operate very profitably, making Apple one of the most successful computer companies in 2010.