One factor that the author doesn't mention is Apple's success at lining up deals with component manufacturers. A couple years ago (before anyone had heard of the iPad) they locked in great prices on flash memory and LCD displays. They could do that because they were about to invent a huge market, and they knew it. Anyone trying to get into the tablet business in 2010 had to pay much, much more.
Steve Jobs and Johnny Ive are no slouches, but Tim Cook doesn't get enough credit for stuff like that.
Steve Jobs and Johnny Ive are no slouches, but Tim Cook doesn't get enough credit for stuff like that.