Apple was voted the overall winner of the CMO Survey Award for this philosophy remains at the core of what makes Apple so effective at creating Steve Jobs had unique and effective insights about how people want. What is it that makes Apple so desirable and so very special? How does the company keep up its formidable status since the last couple of. Their ability to sell mass luxury product to anyone. You know that your boss and your maid will have the same phone, even it is arguably priced.