The reason why protecting your intellectual property is important is because Apple thrives by standing out from the crowd. A key feature that sets Apple apart from other companies is its ability to differentiate itself from others. In order to continue to be different, they must protect their property. Protecting its product will make Apple have a natural monopoly because it will be different in the market and have its own software. Furthermore, Apple will sustain its profits in the future thanks to its app platform, which will continue to add value to Apple and by not allowing its software to third parties. Another important lesson learned is that they continue to improve the products, which allows them to continue introducing new iPhones/iPads for customers to create new demand. For example, don't introduce all the best features at once and change a few things while maintaining the core concept of the product. At the same time, listen to customer complaints and reviews, such as enlarging the iPhone screen. Also its ability to continue exploring new platforms like Apple TV, Apple Watch, and possibly an Apple Car in the future. Apple has learned to differentiate the prices of its products, using personalized prices and offers