I didn't say they didn't have technical prowess... I said that wasn't the key to their overall success. iPod/Phone/Pad came out ahead of competition with better UX than what, generally, came before. They marketed consistently and did it well. They built up buzz. They paid for placement throughout TV and Movies.

They are a brand first, and a technical company second. That doesn't mean they aren't doing cool technical things. But a lot of companies do cool technical things and still fail.