Apple not only has great technical execution, they have great design execution. There are many industries with lots of excellent companies capable of this combination (automobiles, musical instruments, film, firearms, fashion) but in software this combination is rare as hen's teeth. Thus Apple's dominance in certain markets and customer devotion.
The functional design of the iPhone was a surprise to no one, everyone wanted it, Apple delivered.
There are many operating system, but OSX is still an asset to Apple.
It may be the case that Apple has great ideas, but they certainly have great execution.