Apple is a large, well-oiled machine that knows how to design and sell beautiful products that consumers want, writes CNNs Kelly.

And its that knowledge, embedded in Apple under Steve Jobs, that some say is the essence of Apple. The company itself shows the same qualities as its products, John Gruber argued over a year ago, in a after Jobs announced his resignation as CEO.

The same thought, care, and painstaking attention to detail that Steve Jobs brought to questions like How should a computer work?, How should a phone work?, How should we buy music and apps in the digital age? he also brought to the most important question: How should a company that creates such things function? Gruber wrote. Jobss greatest creation isnt any Apple product. It is Apple itself."