What makes Apple really, really different Interesting take on what makes Apple really different from their competitors. But what I find most interesting about Ken's article is that he points to having morals as what makes them really different. He's not saying that Apple has "good" morals or "bad" morals, in the theocratic sense, he's saying they have morals, or standards if you will, that they operate by. And these morals build brand loyalty. It's a great read and worth thinking about when it comes to the decisions we all make in business.