There are those who say that next next step from the Agricultural Revolution to the Industrial Revolution to the Information Revolution is the Design Revolution. If that is true, and there is substantial evidence to support that notion, then Apple is certainly the leading consumer electronics firm in the Design Revolution. That is why financially Apple could afford to expand their Cupertino campus, one of the most expensive locations from which to operate in the world. They could justify that decision because their core competency is design and that is where the design talent is located.