What makes Apple tick? How is it that it came back from the dead to surpass both Google and Microsoft in market cap ? French consulting firm faberNovel takes a stab at explaining Apple's success and its strategy against its two main rivals in the SlideShare above. (In the past, faberNovel has created similar slideshows about Google ). The 48-slide presentation, titles "Apple: 8 Easy Steps To Beat Microsoft (And Google)," boils Apple's strategy down to eight steps including "the arrogance of simplicity " (Step 1) to customer lock-in (Step 3), selling at a premium (Step 4), cross-selling products (Step 5), and, of course, think different (Step 7).