In an interview with USA Today, Craig Federighi illustrates what I believe is the essence of Apple:

“Look at the camera space, companies are chasing megapixels but the pictures often look horrible because of their tiny sensors,” says Federighi. “My family cares about taking a good picture, not a megapixel count. We carry that through to all the decisions we make about our phone. What experience is it going to deliver? Not what number will it allow us to put on a spec sheet.”

This is the thinking behind everything Apple does. And this is why my mom has an iPhone.