Although some aren't willing to admit it after they pick up the iPhone or MacBook Pro and remark at its beauty, Apple is first and foremost, a software company. Let's face it - could the company have the kind of success it does today without the software it provides on all of its products? I don't think so.

More often than not, I'll sit down with consumers and they'll immediately remark at the beauty of Apple products. "Did you see that new iPhone? Wow! What a beautiful computer that it is!" After a while, the luster starts to wear off and they become immersed in an environment that's unique from anything they've ever tried before.

And whether you want to acknowledge it or not, that's where the true beauty of Apple products is.

Unless you've been using Mac OS X forever, you were probably knee-deep in a Microsoft world before you decided to take the plunge and follow a different path. And after you got over your affection for the sexiness of your new iMac or MacBook Pro, I guarantee you were immediately surprised by how different the OS really was. And although it was probably tough to use for the first couple weeks, I'd venture to say that by the end of the trial period, you were more in love with the operating system than the design of the product itself.

After all, the OS is practical for most people, hardly ever crashes, and doesn't suffer from many of the security issues found on Vista and XP. And although the product you purchased is good looking, if that software wasn't doing its job, I seriously doubt you would buy another Apple computer.

Along those lines, the iPhone is nothing short of a revolutionary device, but it would be nothing without its software. Sure, the hardware makes it possible to run your finger over the screen, but if the software didn't interact well enough and you could barely type anything out with the virtual keyboard, what good would it do?

Apple is a success because it's a software company. Unlike Microsoft, it doesn't allow its OS to be played with by too many developers and has stayed true to its belief that if it can control its software, it can create an environment that would appeal to the most people and create greater value.

Steve Jobs has shown that the focus of his company during his reign would be to create a unique brand that doesn't stay true to the belief that every product should be open and similar to its competitors. And so far, he has succeeded.

In essence, Apple uses its hardware to get you in the door and unleashes its software to keep you coming back for more. More often than not, people are attracted to the beauty of the company's products, but once they sit down and get to know the software, they're surprised by how much better it really is.

Apple is first and foremost a software company. Without its unique and functional software, the company would be just another tech company trying to make ends meet in a world that's controlled by Microsoft and Google. Instead, it's one of the most popular brands and its star continues to rise.

And it has Mac OS X to thank for it.

ITworld.com

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