There is no shortage of words written about apple. No shortage of pundits proclaiming they know Apple and what they should do. But this simple series of tweets from Ben Alexander is the best thing I’ve been written about Apple in a very long time.

Everything else is just infrastructure. The feeling you have now is what they make.

That’s Apple. It’s not Macs or iPhones or iCloud. It’s not a music store, app store or physical stores. It’s not about chasing the latest trends and filling every possible product category with something for people to buy. Apple is selling you experiences. They’re selling you the feeling of making an app when you never thought you could. They’re selling you a great camera living in your pocket with the power to share your photos with anyone from anywhere. They’re selling you home movies and memories preserved and shared.

Apple is selling you experience. As Ben said, everything else is just infrastructure.