Apple and Steve Jobs for that matter basically invented cross-competition inside the same company. He pushed for different teams to work on the same problem and then compared solutions. Even from the Mac vs Lisa days to the iPhone initial designs (iPod based vs what we have now as iPhone) and even on minuscule things (iOS keyboard was assigned to at least 5 different teams and then one engineer got a big breakthrough). Contrary to shutting down any other idea from the get-go and pushing away talented people.

Cults work until they don't.

I can name a few that are a couple of thousand years old and still kicking