Apple chief operating officer Tim Cook sang the praises of the forthcoming iPad, outlined the company’s plans for retail expansion, and gave an overview of the company’s other products during a wide-ranging talk before investors at the Goldman Sachs Technology & Internet Conference in San Francisco on Tuesday.

Besides their huge market share gains, where they are now the biggest in the Mobile market ahead of Sony, Nokia, etc.

In regard to the PC market Tim Cook said ” I think people in general, they think enterprise is bigger than consumer. But it’s not. In PCs, it’s 10%, which is sizable, but consumers are over 50%. Our heart and soul and DNA is in consumer. It just so happens there are consumers working in enterprises who want to use these products.”  See the one thing emerging. Apple has always focused on teh user experience being simple, easy and reliable – consistent delivery of less rather than inconsistent delivery of more. Their one thing is about CUSTOMER EXPERIENCE, as the driver of their economic engine.

But what takes the cake comes next. This excerpt from Tim Cook’s affress to the shareholders is powerful.

“We are the most focused company that I know of or have read of or have any knowledge of. We say no to good ideas every day. We say no to good ideas in order to keep the amount of things we focus on very small in number so that we can put enormous energy behind the ones we do choose. The table each of you are sitting at today, you could probably put every product on it that Apple makes, yet Apple’s revenue last year was $40 billion.”

He goes on to indicate how this one thing has become the corporate culture and is the key to their success.” I think any other company that could say that is an oil company. That’s not just saying yes to the right products, it’s saying no to many products that are good ideas, but just not nearly as good as the other ones. I think this is so ingrained in our company that this hubris you talk about that happens to companies that are successful and sole role in life is to get bigger, I can tell you the management team at Apple would never let that happen. That’s not what we’re about. Small list of things to focus on.”

This is a vivid illustration of the Hedgehog concept applied to Apple.

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