Does he start with Why in this presentation? I know he continues to ask Why, but seems to shift quickly to the "What & how" it seems. Just saying he might could have put his own advice to better use in this presentation....which was fine...but could have been better Imo.
I think that what's important here is to understand the fact that Apple built a brand around being different and created a somewhat unique brand within its development, placement and delivery of their products. Apple established that early on and it gradually created an iconic brand that people grew attached to...with of course credible and innovative products along the way that helped cultivate the relationship between consumer and merchant.