What the competitors don’t seem to understand is you cannot get
people this smart to work this hard just for money. Jony is
Obi-Wan. His team are Jedi whose nobility depends on the pursuit
of greatness over profit, believing the latter will always follow
the former, stubbornly passing up near-term good opportunities to
pursue great ones in the distance.
It’s more than just Apple’s competitors who don’t understand this.