Not all the best ones do, it is quite straightforward. Some bad ones also do occasionally make the cut, but it tells more about the nature of ideas than Apple’s process at this point.
Excellent point. I don't know, maybe there was no clear-cut "best" in that case. Refreshing my memory about that formats war by reading Wikipedia, it wasn't obvious Betamax was "better" (it didn't check many of the boxes consumers wanted, like cheaper, longer running time, faster; instead, it checked boxes video professionals wanted, so it can be argued Beta was not "the best" for consumers!).
That said, in this case Ive seems to be arguing even in cases where the "best" can be identified and has a known meaning, it won't make the cut. By definition of "best", this means something "worse" will be chosen instead. Seems like a flawed process to me!
PS: if you ask me, I think Ive wasn't careful with his words, and instead he meant "even extremely good products sometimes don't make the cut, because they are competing with something even better here at Apple". But he said "best", an unfortunate word which made his statement... wrong. Someone so careful about design should also be careful about words, because words are also design.