"Apple, the most valuable company in the world, maniacally focuses on product experiences, down to minute details like the experience of unboxing an iPhone."

Sure, they focus on the experience their customers have...using the physical products they just bought from Apple. I thought it was the conventional wisdom, by now, that Apple was a hardware manufacturer and they make money by getting you to buy physical objects. iTunes, iCloud, etc are ways to make their hardware more attractive.