Apple are known for their beautifully designed products which work very well, they know how to execute. Apple engineers and their main designer, Sir Jonathan Ive, think about all the little details possible and try to put together products which are sometimes trendsetters. Because of their unique minimal style they are recognised instantly by anyone and everyone.
However like every company, they have some fundamental rules which help them design their products. OnlineMBA has put together a brilliantly informative video which goes through 5 rules that Apple use.