"If you lock things down too tight and try to centralize and federalize all kinds of standards, you're on a collision course with the innovators who may be making the next great tech product in their backyard, " she says.
But fundamentally, they look at their game as a fine product and the craft of making it great is something they take seriously, just like a winemaker does.
The cynic might say that Jobs succeeded in making people feel insanely great about being overcharged for his products but the balance between marketing hype and product quality always seemed to work.