Apple has been considered a leading designer and integrator of computer hardware and software. By 2010, Apple had fundamentally changed the music, mobile, telephone, and retail industries through its sleek products, innovative stores, and new business models. Apple's success came from its deep commitment to understanding how people use technology and developing "insanely great products." They focused on what people need and want in their interactions with computers, even worrying about small details like product packaging. This focus on the customer experience and quality design has been key to Apple's innovation and growth.