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How Apple’s philosophy of ‘no’ has us saying ‘yes’ to $549 AirPods Max and maybe an electric car

No matter what Apple product you were lucky enough to get this holiday, you can be assured of three things: It’ll “just work” out of the box. It’ll do exactly what you want it to do. And it’ll last as long as you need it to.

That’s the not-so-secret secret to Apple’s success. Apple might sell more devices than ever, but it’s never going to be like like Google or Amazon and blanket the landscape with products, so the ones it makes are built to make an instant impact. Instead of cramming as many features as possible into the latest iPhone, for example, Apple chose the features that will matter most, even if it means lagging behind its competitors with things like super zoom and 120Hz displays.

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