What do you think made Apple what it is today?

Aesthetics.

Steve Jobs (his sense of taste, aesthetics, etc.), and group of people who can tolerate and work with him.

It is their revival marketing plan to appeal to the average consumer without tarnishing their high end/high priced perception. It all hinged on the success of the iPod, had the iPod failed Apple would not be what it is today.

Here is a really good illustration/explanation: http://www.nixlog.com/apple/index.php

Their amazing design.

I agree, aesthetics is a good factor.

Steve Job’s anal-retentive OCD.

I think it’s obvious that it was Steve Jobs’ visionary thinking, creativity, and refusal to compromise standards.

All the smartphones coming out now are copying one or more features of the iPhone.

I agree that if the iPod had failed, it wouldn’t be looking so rosy, but let’s not forget that he also created the iTunes store to ensure that it would succeed. Another innovation now being widely copied.

I agree with @drClaw. “iPod” is basically synonymous with “MP3 player”. They took over that entire market.

I’d say it was the unique design of the iPod that made it a success. Their marketing strategy for their computers (“I’m a Mac” / “I’m a PC”) helped revive their computer sales.

Trees.

Oh, and pies.

Steve Jobs understanding of his customers needs and not compromising in that pursuit is what makes Apple so great.

It’s in the details. Where the devil is.

All the people that have just had it up to here with Windows.

The law suit from the other Apple – the Beatles old label.

This is Jobs philosophy:
“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”

He created the GUI and now every OS in the world operates that way, he created the iPod and that’s how the world will listen to music… He created the iPhone and that’s how we will communicte from here on out.
When you think in that manner, re what you love to do… The universe unfolds itself to greet you.
Sucess is just a byproduct of this sort of thinking…

“Some people aren’t used to an environment where excellence is expected.”

Were truer words ever spoken?

All those tragic cubicle dwelling hacks suffering over Windows oblivious that anything better exists.

Good CORE values.Oh & sound business acumen.

steve sold his soul to the devil.

Bill Gates

I think a distinct attention to R&D is the biggest part. The reason why so many companies stagnate is the bloat and inefficiencies that usually accompany growth. Apple have maintained a way to promote innovation and new ideas. Some of them come from Steve, some from Jonny, some from employees. Apple seem to be very willing to try anything they think is good. Some ideas fail, some work extremely well. In addition, there is of course a strong history of attention to detail, strong marketing, and successfully melting the ideas of others into their own products.