Trust, Don't Verify
How Does Apple Define Success? Any Way It Wants.
Measuring performance is tricky when the company not only moves the bar, but changes it.
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Apple proclaims each new iPhone model is the best one it has ever made. The company says every software update is better than the last. In general, Apple believes everything it does is awesome.
There's a consequence to declaring victory no matter what: It becomes impossible to define success.