Apple's attitude toward money

"Money is a good servant but a bad master" (Alexandre Dumas). 

What is Apple's attitude about money? Other times we have said that what moves and motivates them is to make this great product:

"We are pleased with our revenues, but our goal is not to make money. It may sound a bit frivolous, but it's true. Our goal and what excites us is to make great products. If we succeed, people will like and if we are operationally competent, we will do money" (Jony Ive). 

Apple makes products you like and appeal to emotion, that is something that can not always explain. Apple can not compete with the specifications because the next day a competitor shows a slimmer, more powerful or more memory smartphone. 

So new rules under which they always have advantage over others invented. The Cupertino company often sells because it goes to the heart of people, sensitive part, the irrational. Technology has become a very important element in the massive day for millions of people and, therefore, depends on the tastes of the people. It is subjective to 100%.