From the early days of its computer business, Apple devised a strategy and under Steve Jobs’ rule, they have kept this strategy and it is finally paying off.

Although 10 years ago, many would have argued that Apple made a big mistake not opening and allowing external software onto their computers, people probably have a different opinion today.  Apple believed and carried forward that hardware and software go hand-in-hand and only when one company builds both can they really get the right recipe.

So many years later and a few lessons learned along the way, Apple is still coupling hardware and software however they have reversed the strategy so that they are not selling hardware with a specific software installed but rather they are selling highly demanded software and lucky for them it only runs on their own hardware devices.  The most recent and I would argue best example of this is the iPhone and the access to thousands of different “cool” applications that are tickling the curiosity of even the most skeptical of users.  It’s brilliant!  Developers make software that is highly demanded and Apple gets to sell their devices.