The thing that's so amazing to me about Apple, is that they really really put "design" (in the broad sense) at the center of everything they do. And have been doing even more so over the years. Nobody else even remotely does it similarly.

Like "here I am with my phone on the couch, what exactly do I want to do now, how do I think about it, and what are the fewest and most natural steps to accomplish what I want to do, like watch a movie with my remote friends on the big TV?"