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Apple - they sell hardware with worse specs at higher prices than their competitors, the design is what makes it worth it.

Skype - people talk about their video/voice support but my friends don't even use that, just the chat UI is better. (Or was - these days Slack is displacing it for the same reason)

Uber, if you count them as having won yet. There are plenty of competitors with the same functionality (at least here in London), I think the incredibly beautiful website is a big part of what's keeping them on top.



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