Apple is the company that every other firm in the industry wants to be. And why not? For years, Apple has been generating billions of dollars in profits, and the company’s products are considered the very best in the world by a countless number of customers. Apple is simply the most important technology firm in the world. And yet, over the last decade, we’ve watched company after company attempt to be the next Apple. The companies have tried to produce products that look like Apple devices, they’ve engaged in business practices that resemble those set out by Steve Jobs, and they’ve tried to revive their marketing efforts by making it cooler. All the while, few customers have taken notice.