His model was a "complete control" concept. He owns the chips, he owns the boards, he owns the operating system. It's very easy to make it work well when you control the whole thing. Make it pretty, make it a luxury brand. They kept going farther and farther with controlling the programming languages, the interface style, and so on. With things like iPad and iPhone they again went farther with controlling what you can install. Next thing you know your apple products are spying on you, monitoring your health and physical location, installing covid contact trackers, social credit software and sharing your files with governments and corporations.