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I will disagree about Apple corporate ego, however. The company was on the brink of being demolished and became one of the finest and most admired companies in the world, not by luck or ego, but by providing what customers want. The marketplace has spoken. Thats not ego, its just fact.
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... and BRILLIANT marketing. Apple found the 'cord' that resonated with the buyer... and that's about ego. It's always about ego in marketing, isnt't it?
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Buyers behave irrationally, and in the case of Apple many purchasers are seeking the symbolism and perceived status of the gnawed fruit logo. You can't seriously tell me that the iPod was worth double or triple the price of equivalent MP3 players from other brands,
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...but that's part of the brilliant marketing. You spoke of ego... Apple directed the marketing to the 'buyer's' ego. It's not about Apple, it's about making the buyer think that's the deal... so it's about appealing to the buyer's ego.
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...but it was the money Apple made on earlier products that were pure image, that enabled them to get so far ahead in the tablet race and according to recent reports lock up 60% of the touchscreens being manufactured worldwide.
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...and isn't that about the buyer's ego, too?
... so in the end it comes down to BRILLIANT, BRILLIANT marketing... and I don't think anyone can deny it.