this strategy is about gaining and maintaining market share. 'pleasing customers' is merely a pheripheral initiative to the overall strategy of market share. jobs is an innovator, but he does it by sticking to old school traditional business strategies. i wouldn't be surprised, if sometime in the next decade, apple is accused of 'bundling', similarly to microsoft with IE and windows. apple has been gaining market share little by little in various industries. once their share reaches a dominant position, its products will become dependent on each other. until they reach that position, jobs will be the nicest guy in the industry.