A platform approach is exemplified by Apple. They link their overarching strategy to their product development process. The IT behemoth is mostly concerned with its products. Apple develops things and then seeks a market for them. Customers, according to Steve Jobs, do not always know what they want. Apple believes that people would pay a premium for excellent items, therefore it focuses on improving existing offerings. Apple relies on brand loyalty and is content to let competitors dominate the market for lower-priced devices that compete with Apple's.