For all the acres of copy written about the stuff Apple produces, it might be just as instructive to think about the stuff they don't do.
They don't produce Apple-branded clothing. They don't produce speakers or high-end headpones. And as yet they haven't produced a restrospective book packed with photos of their greatest hits, something that iconic brands from Prada to the Pet Shop Boys have all done at some point in the last decade.
Instead that honour has fallen to Australian computer expert and fanboy Joanthan Zufi, who has published the 100 percent unathorised coffee table book Iconic: A Photographic Tribute To Apple Innovation, packed with droolingly shot pictures covering Apple's evolution from the Apple I computer to the iPhone 5.
It's something of a labour of love, all done with an eye for form as much as function – resulting in something that, if not approved by Apple, you suspect wouldn't necessarily cause them to object.
Iconic: A photographic Trubute to Apple Innovation (Ridgewood Publishing) $75 or $300 for a copy in a special peripheral case; iconicbook.com