Pretty much is just a vessel for folks to try grow wealth, which is a race to the bottom (growth for growths sake). Basically does little more than promote the divide between rich and poor for society these days. Not something I need to participate in.
-has a customer base that can't get enough of the product
-Tim Cook, an extraordinary leader that has grown the company and managed the company through crisis after crisis. It's mind blowing how well he's succeeded during his tenure at Apple.
It spreads risk across a big basket of stocks, averaging out lows (and highs) for a steadier and more consistent gain.