I disagree with that. Apple, if it were a student, would be that kid in class who had a bigger ego than every other student. Apple has proven that it will consistently label it's products "the best <insert product here> in the world." They continually remind everyone of the success of their products and repeatedly have huge expectations about how it will revolutionize the market. And they by no means take the "break even equals fine" approach to business - no for-profit company does.
You are correct in what you said. But you missed the point I was trying to make. I'll explain myself a little better.
When the iphone was released Apple said they wanted 1% of phone sales. That was their aim. Sure all companies want to make a profit and all companies want you to believe their product is the best. Apple is no different. But Apple did not go out and say "the iphone will kill every other competitor in the smartphone market". They just said they hoped for a 1% share of the market.
And hoping to revolutionise the market with their products though a little egotistical as you said is a very good thing. At least then they won't pump out any old garbage just for profit. They want to at least try to make the products better too. And that's a win-win. better products for us and more profits for Apple.
MS just pump out the old garbage and expect us to buy it. So MS win by more profits (if they get the sales) but we consumers lose by having products with very little innovation at all.
Having a little ego is not bad actually. It's how you use the ego that matters. Apple are doing something good with it. And yes in keynote speeches (but rarely outside of them) Apple to say their products are the best. But for the most part they actually are the best out there. So sure that's ego but it's not a lie either.
I'm sure MS would continually remind people too of the success of their past products. But saying "well people that product sold 200 thousand less then we hoped or that product had a less than satisfactory customer rating" does not look good. You only brag about the good things for the company in the past. And when you have very few recent good things to brag about like MS does, well then you don't brag. But don't confuse this for not wanting to brag. They would too if they had something to brag about.
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Steve "The Idiot" Ballmer
Well if he was an idiot then he'd be better then he currently is now.