To an extent, I love it when anyone (even a company) refuses to let itself be bound by the rules governing that industry, and constantly seeks on how to bend those iron rules to fit itself, rather than itself bending to fit those rules.
I am not referring to Apple evading tax or engaging in patent lawsuits, but about how they redefined the smartphone and tablet industries, and dared to defy popular logic by making moves that would normally seem like suicide. Stuff like banning flash, not supporting NFC, introducing lightning when the rest of the world is on micro-USB, making a metal phone, putting a mobile OS on a tablet, that sort of thing. And making the rest of the competition look stupid in the process.