While music labels tried to fight piracy with restrictions, Apple's strategy was built on the belief that most people are willing to pay for content. They won by offering a simple, frictionless experience that was a superior alternative to illegal downloads.
The 99¢ price for every song was strategic not for its value, but its consistency. This removed price as a decision factor, turning music discovery and purchase into a frictionless, impulse-driven behavior for consumers, dramatically increasing transaction volume.
To offer custom computer configurations, Apple built its first online store. This direct-to-consumer move was made despite significant internal resistance and fear that existing retail partners like CompUSA would retaliate and stop selling Apple products.
Selling a single 99¢ song was unprofitable due to fixed credit card fees. Apple solved this by batching a user's multiple purchases over a period of time into one larger charge, making the microtransaction model financially viable for the iTunes store.
The key similarity between Steve Jobs and Tim Cook is not style, but a shared, intense work ethic and singular focus on two things: the company and their family. This product-first, family-centric focus is a core cultural driver at Apple's highest level.
Apple is strategically using its Brad Pitt F1 movie as a content marketing funnel. The film is designed to educate and excite a new American audience, converting movie-goers into paying subscribers for Apple's live F1 race broadcasts on its platform.