But the theory that Apple doesn’t have deadlines isn’t just
slightly inaccurate, it couldn’t be further from the truth.
Not only does the company set internal deadlines, it also
creates deadlines for deadlines that have their own deadlines.
Every aspect of the company’s production cycle, from conception
to ship date, is calculated. But — and this is a big “but” —
what makes Apple different is that it is a company that is
willing to move those deadlines. If a product in development
isn’t ready to be released, the deadline is pushed back. If an
idea isn’t perfect, or isn’t considered truly magical and
delightful internally, it’s held back, revised, and the product
given an entirely new launch date.