It’s not what they do, it’s why & how they do it.
Products are are like family photos, capturing a moment frozen in time; but just like the families in these photos, products are always in motion too.

• New ideas are emerging all the time
• 
The people behind them are discovering new things
• Their customers are changing
• Technology is creating new possibilities everyday.
  People pit phone against phone.
Comparing pixel against pixel.
  Headphone jack against (missing) headphone jack 
  … but to me that doesn’t even matter.  Xiaomi can copy all of Apple’s designs, their rounded corners™, their fancy product launches and even the exact words Steve Jobs used in his presentations. But can they copy what made Apple Apple?  You can copy Facebooks open plan offices and glass-panelled meetings rooms but can you copy their culture of radical transparency? Can you copy their hacker culture and it’s offspring - extreme agility? As always the superficial shit is easy to ape, it’s much harder to replicate what’s inside.