Apple's ROI

Steve Denning on why Tim Cook “don’t consider the bloody ROI”:

The point is that Apple makes a lot of money not only because it has a very efficient supply chain but also because it has created a customer ecosystem that, as a whole, delights customers and makes them want to stay as an Apple customer. So long as they are delighted by iTunes and the App store and the free software upgrades and the rest of the Apple ecosystem the customers remain are part of the loyal Apple community and are willing to pay a considerable premium for Apple’s hardware.

Steve Denning | Forbes

So hard for the pundits and analysts to get and if so, accept this.