"Apple’s products are replete with Apple-like features and details, embedded in Apple-like apps, running on Apple-like devices, which come packaged in Apple-like boxes, are promoted in Apple-like ads, and sold in Apple-like stores. The company is a fractal design. Simplicity, elegance, beauty, cleverness, humility. Directness. Truth. Zoom out enough and you can see that the same things that define Apple’s products apply to Apple as a whole. The company itself is Apple-like. The same thought, care, and painstaking attention to detail that Steve Jobs brought to questions like “How should a computer work?”, “How should a phone work?”, “How should we buy music and apps in the digital age?” he also brought to the most important question: “How should a company that creates such things function?” Jobs’s greatest creation isn’t any Apple product. It is Apple itself." - × × ×

http://www.apple.com/pr... — Letter From Steve Jobs - × × ×