I have identified an article that clearly states that Apple Inc. is successful in customer engagement through its innovative product. This article examines the fact that most of the consumers of Apple enjoys the most emotional commitment while buying any kind of Apple product (Matyszczyk, 2019). Although, the products of Apple Inc. is expensive, still, most of the consumers prefer to buy products from this particular company only because of quality of the product. This article also argues that Apple Inc. waits for its competitor companies to make faults while making their product, therefore, Apple can learn from those mistakes and make their product perfect and useful.