Simplicity
I picked this from the first page of “Re-inventing project management” by Aaron J. Shenhar and Dov Dvir” about the number of projects rising in every organisation:
This trend began in early 1900s, and it is accelerating in almost every organisation and industry: not only product life cycles become shorter, but also customers today demand greater variety and more choices, forcing companies to offer more products in almost every market.
Well, Apple is exactly the opposite. Few products, no market differentiation. This leads to simplicity, clarity and eventually customers trust.