Apple chief operating officer Tim Cook recently sang the praises of the forthcoming iPad, whilst outlining the company’s future plans for retail expansion, and also giving an overview of the company’s other products during a talk for investors at the Goldman Sachs Technology & Internet Conference in San Francisco.

Besides their huge market share gains, where they are now THE biggest player in the Mobile market ahead of Sony, Nokia, LG, etc.

In regard to the PC market Tim Cook said ” I think people in general, think that enterprise is bigger and therefore more important than consumer. But it’s not the case. In PCs, it’s 10%, which is sizable, but consumers are over 50% in Apple markets. Our heart and soul and DNA is the consumer. It just so happens there these consumers are working in enterprises who want to use these products.”  See their one thing emerging. Apple has always focused on the user experience being simple, easy and reliable – consistent delivery of less rather than inconsistent delivery of more. Their one thing is about A CUSTOMER EXPERIENCE, as the driver of their economic engine.

But what takes the cake comes next. This excerpt from Tim Cook’s address to the shareholders is even more powerful. He describes their “sweet spot” that magnifies their focus and simplifies their business!

“We are the most focused company that I know of or have read of or have any knowledge of. We say NO to good ideas every day. We say NO  to good ideas daily in order to keep the amount of things we focus on very small so that we can put enormous energy behind the ones we do choose. This table each of you are sitting around today, could probably fit every product that Apple makes on it, yet Apple’s revenue last year was $40 billion.”

He goes on to indicate how this one thing has become their corporate culture and is the key to their success. ” I think the only other company that could say that, is an oil company. It’s not just saying yes to the right products, it’s saying no to many products that are good ideas, but just not nearly as good as the other ones. I think this is so ingrained in our company that this hubris you talk about that happens to companies that are successful and whose main aim in life is to get bigger, I can tell you that our management team at Apple would never let that happen. That’s not what we’re about. Always only a small list of things to focus on.”

This is a vivid illustration of the Hedgehog concept applied to Apple.

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