Secret to Apple’s success

The real secret to Apple's success is that there are no secrets. Apple is dominating its competition in customer service because the company cares about creating a quality customer experience at every brand touchpoint. We often hear that Apple 'plays the game' better than Sony, HP, Dell, etc — that's not quite right. Apple is playing an entirely different game. What's most amazing about this? Nobody else seems to want to play with them, they just keep playing the 'other' game, and poorly.