A competitive advantage is a strategic advantage when a business entity has a benefit over rival entities in a competitive industry. A competitive advantage helps to strengthen and better position itself against competition” (Trellian, 2012). Apple’s pioneering iPhone and iPad created a customer base with brand loyalty to support the organization but most are the affluent who can afford premium stuff. Apple’s fame and unparalleled ability at creativity and design has helped sell luxury products in a competitive environment with almost no challenger. Yet the technology scenario changes at lightning speeds; price battles among companies are cut throat competition as bad as the drug wars. Reductive innovation seems to be the Apple forte to stay ahead in the super game of wits and skill. Designer Ive is chiefly responsible for how the Apple models shape up in the million dollar enterprise. The world has decided that smaller is better and the manufacturer must heed customer wishes. Reductive innovation is indeed the ultimate mystery.