tech, simplified.

Apple. Unapologetically Different.

Every tech and business pundit in the world has advice for Apple these days. They need to make an iPhone with a bigger screen, a cheaper iPhone, a watch, a TV, better versions of everything they make, and release them all faster than their current annual product cycle.

So what does Apple do? They counter the negative press — and Samsung's recent gadget launches — with simple, beautiful sites about the best in their own iPhone 5 and iPads.

Go check them out: there's a new "There's iPhone. And then there's everything else" site, as well as a just-launched "Why you'll love an iPad" site. They both tell the story of why Apple sees its devices leading: JD Power awards, the best app ecosystem, industrial design, and long battery life.

Apple's different than everyone else. They make the devices they think are best, in the sizes they think are best, and stand by their decisions. They might release a device in a different screen size — no one outside of Apple, Inc. can really answer that until/unless Apple announces said devices — but if so, they'll have a reason for it, and that reason won't just be because every Android phone maker is making larger screen phones.

Everything about Apple's design and marketing screams choice. They chose the screen size that they thought would work best, chose to make sure long battery life was a priority, chose to use the best materials to make their devices. Then, customers choose Apple products, choose what apps they want to use on them (note that Apple devices come with far fewer preloaded apps than most Android phones, and how most Android phones' marketing focuses on preloaded apps).

Apple's choosy. It wants its customers to be choosy. And that seems to be working, stock price regardless.

Plus, sticking to one design that's working must not be such a bad idea. Samsung even decided to copy the idea with their Galaxy S4, which is almost identical in design to their Galaxy SIII. It's almost like they saw that the iPhone 4 and 4S had the same design, and the iPhone 5 had a similar-yet-different design, so they copied the idea of new-but-same.

Oh, and they apparently didn't get the cheaper phone memo, either, since the S4 will cost $50 more than the S3 did — and than the iPhone 5 currently costs — on US contracts. Too bad Apple will get soundly criticized and more if they do the same things this year.

Samsung can't choose. It makes Android phones, but also makes Windows Phone 8 devices and is working on new Tizen-based phones. It makes dirt-cheap (and dated) devices, as well as top-of-the-line phones. It sells phones and tablets in every screen size imaginable. It can't choose one thing to work on, the thing it really believes in. It gets press by flooding the market with devices, devices that are increasingly hard to differentiate. It can't choose.

Yet somehow, I don't think Apple cares. It chose its own path, and no matter what, it'll continue to be choosy about what it thinks matters. And it thinks we'll continue to choose them. That gives me more hope than anything.

Thoughts? @reply me on Twitter.