Adrian Slywotzky on the reasons for Apple’s success:
With each launch of another device or application, Apple seems to pull exquisite new products, fully formed, from the minds of a few geniuses in turtlenecks. From the outside, Apple’s secret sauce would seem to be inspired design (read, “think different”); and inspired marketing of that design. In other words, 90% inspiration and 10% perspiration (mostly experienced by eager customers scrambling to get the latest iPod or iPad). iPhone 5? “Eureka!”[I’d make an analogy to what many students think about good writing: that it just happens (to good writers), not that it’s the result of considerable planning and revision.]
The truth is really a lot different.
Steve Jobs and the Eureka Myth (HBR Blogs)