I can think of two reasons. Firstly, Apple is not worth copying because it’s not successful; secondly, Apple’s success cannot be copied because it is a magical process.

　　There is a great deal of evidence for the first hypothesis. The idea of Apple being successful is not something reflected in its stock price. Being valued lower than the average company in the S&P（标准普尔）500 indicates that to whatever degree Apple was successful in the past, it’s not seen by the vast majority of observers as successful in the future. Why should one bother copying Apple if it results in being punished with a low valuation? If one works really hard at innovation（革新）and then that innovation becomes commoditized（商品化）very quickly, why should one bother?

　　“chief-sorcerer” theory of success which places one magician, like Steve Jobs, in charge of casting all the right spells（符咒）.

　　What about Apple’s own opinion of what makes it different? Tim Cook refers to a great team and integration（融合）of hardware, software and services as unique Apple advantages. It’s a better explanation. Integration is something that can take a long time, but it is possible with great effort. A few companies are starting to make moves in that direction, but efforts are half-hearted. There is no “move the Earth” panic to become an integrated company from Samsung, Google or Microsoft.

　　My own suspicion is that Apple is more aware of what makes it special than it lets out. However, as Tim points out, it’s not a formula. It’s complex, but it’s not magic. It’ s a process that requires a degree of faith and courage.

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