With the launch of Apple Music today, one thing should be clear, Apple is not betting on music, they are betting on experience.

The critics say that Apple Music will flat-line because they don’t offer better technology and a host of other reasons. But, let me share a secret….

When you’re Apple, it’s not about being first to the market, it’s about being best to the market.

While competitors scramble to one-up each other on capabilities, Apple understands it’s not only about technology, it’s about the best technology built for the best human experience. This is why they successfully penetrate markets, while critics struggle to understand why they win…so often.

Your brand may not be losing because it doesn’t have the best product or service, it may be that your competitor has a created a better human experience.