Considering Apple's sustained success in the technology industry, what primarily contributes to the company's competitive advantage?

It's drive to reduce costs to allow for competitive pricing in ever product category where they compete.

It's focus on innovation and design thinking to continually deliver products that customers didn't even know they wanted.

It's aggressive emphasis on vertical integration to maintain tight control over parts that differentiate their products.

It's creative and engaging marketing campaigns to draw new users to their products.