While Microsoft is absolutely satisfied with just meeting customer needs, Apple is ONLY satisfied by completely fulfilling consumer desires. There is virtually nothing desirous about Microsoft products. Well, maybe Xbox 360. Apple, on the other hand, is focused on desire. Every product they develop is desirous. And by tapping into consumers’ desire, Apple transcends the need to price products cheap.
Apple pursues what Steve Jobs calls BMW strategy: selling a product at a good premium to a core group of loyal users and not worrying about market share. If Apple wanted to be Dell they could release something boring and generic at low price, but this is the identity of Apple.
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