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Apple is a brand that has flourished thanks to the functional and aesthetic superiority of its products - an example of the 'product leadership’ strategy within the 'Value Disciplines’ framework. 
 
Further reading/listening:
Ruthless prioritisation and the four core products in 1998.
Approach to hiring people.
Steve Jobs's perfectionism.
Organisational design and team-working.
Background to the Think Different communications platform.

Thank you to Marc Binkley for providing the background research to this example.