Even if you don't consider yourself a fan of all things Apple, it's impossible to deny that the company has improved virtually every category they've chosen to enter.

From products and packaging, to marketing and advertising, the hits seem to far outweigh the misses. But what is it about Apple that has them firing on all cylinders more often that not? When Ken Segall, author of the book Insanely Simple: The Obsession That Drives Apple's Success, asked himself that question, he found a common thread in all the data, feedback and meeting notes.

In a word, it's all about Simplicity.

When everyone else wants to include every feature but the kitchen sink, Apple says "Let's wait on that." When everyone else wants to offer a plethora of model choices, Apple counters with, "How about just a couple?"

It's this "simplicity as religion" that serves as the common thread among all the successes.