The company has paid special attention to after-sales service through Apple retail stores to establish high standards of customer service. Excellent customer service is more than appreciated by all customers and contributes greatly to the overall product experience. This has led to great customer loyalty. Apple's use of its own iOS, which most people swear by, is an extremely respected and effective platform. The company opened the platform to the network of developers to create applications for iOS, now preferred over other operating systems, especially since this community is one of the strongest online.