Risk aversion

When was the last time Apple came out with something that failed? Sure, there are products that have been less successful than others, but it's been a long time since its released anything that has completely face-planted. 

Building a brand

Creating a logo that’s nice is an okay first step. It’s what most people think of doing. Making sure the typography works with the colors and that the content is catchy is also something people spend a lot of time doing.