Branding certainly plays a big part too. I love Apple, but the thing about Apple is that its way of doing things is sometimes too clean leaving things a bit sterile. A great way to combat that is to make the experience more human. Add character. Add emotion. Add weird. Duolingo is a brilliant example—using animated characters that build connections through great storytelling and illustrations. Skip one day and that owl is pissed at you! I struggle imagining Apple being able to provide the same experience. I’d love to get your take on it?