Why is Apple so innovative even if they are just a tech company?

Why they seem to have something different?

The great inspirational organizations think, act, communicate from the inside-out following a model called “the Golden Circle”.

The main reason is that they don’t put their effort in explaining what they do or how they do it, but why they do it.
Apple stresses their belief, their reason to exist through the integrated system of touch-points they have created.

Apple delivers a set of values and beliefs to the people that share them and believe what they believe. But why they have decided to target this group of people?

These are the people that will spread the message to their peers.

 “People don’t buy what you do but why you do it.”