Focus: on maintaining reality distortion fields.
Simplicity: Restrict customers from upgrading their Macs.
Courage: To shamelessly overcharge people for PC components.
A commitment to being the best: Industry drama queens.
You should have heard the words that came from my mother and grandmothers' mouths when they expired from cancer... Off their heads on morphine they died spouting gibberish (and very funny it was in the case of my grandmother).