What is it about Apple that makes it the trendsetting company it is? According to CEO and author Bob Donnelly it’s the fact that Steve Jobs has created a culture that focuses on marketing whereas other companies focus on management. Apple works towards owning customers while its rivals try to own products. The strong focus on marketing helps the company build positive relations with its customers. The company has also been able to create an ecosystem which its customers trust and therefore you will frequently people who use any of Apple’s products go on to use others as well.

Source: Chief Executive