which wasnt thought about much...
Marketing has always been important for any commercial enterprises. That's why most companies are run by marketing types.
Apple is no exception, and rightfully so - for most corporations, technology has little to do with their successes. Apple is simply an exclamation point on that statement.
I don't think technology or engineering can be evaluated without placing it in a larger social/cultural/political/economic context. Technology that exists purely for its own sake is really either basic science, a failed art project, or a business failure.
Further more, technology isn't just a component, or a device, or even anything tangible. It can be a way of doing things. Money is technology. Double-entry book keeping is technology. Modern supply chain design and management is technology. "Marketing," in its many forms, is a technology.
From this perspective, I think that technology is absolutely essential to Apple's success. Apple wouldn't be this successful without understanding basic and emergent human needs, designing products that meet those needs, designing the hardware and writing the software to enable those products, assembling the supply chain to manufacture those products in large quantity, the outbound marketing and pr that helps people understand what the product can do for them, the retail operations to help customers better understand the product and get one in their hot little hands, and support them until they purchase an upgrade a few product cycles hence. Its a big, complex system that manages a lot of messy uncertainty. You don't think that isn't engineering? That it isn't itself, technology?
Even if you don't accept my view of technology, its hard for me to imagine a definition of technology that lets you say that technology has little to do with Apple's success without your head exploding. Take Apple's SoCs. Even back when they were assembling other people's IP to be fabbed by Samsung, they seemed to deliver significantly better power consumption than people using the same IP, on the same process generation. Does that not count as technology or engineering?
I think the reason that more people don't know about engineers may be because too many engineers think that engineering and technology ends where their interest ends. They either don't understand or don't care where their work fits more than one level of abstraction away from where they spend their time. Or, perhaps worse, they devalue such considerations and anyone who cares about them.
nah i dont like them salesman ...
How about Robert Noyce?