[kmeisthax]

Apple isn't a lifestyle company. They're just a tech company that happens to use lifestyle marketing as their selling point. But even before they owned a chip design firm their key strength wasn't the marketing; it was superior UX design.

Or to paraphrase Papa Steve: the only problem with other tech companies is that they have no taste.

Related note: Intel was in the bidding process for the original iPhone chip and lost to Samsung, partially because Intel's chip was too expensive for their liking. Apple really expects its vendors to be able to take a haircut on unit pricing and make it back up in volume, which isn't exactly Intel's thing. Had Intel met Apple's requirements they may have dissuaded Apple from getting into chip design in the first place.