How Apple Thinks Differently About The Customer Service Experience

Steve Jobs would say, over and over and over, words to the following effect:

You‘ve got to start with the customer experience and work back toward the technology - not the other way around.

This means that the technology sold by Apple, or used by Apple in support of the customer experience, doesn't have to be invented at Apple.  And the technology Apply has lying around at its disposal doesn’t have to end up being used.