This may be the reason why so many people love Apple. This thing is that those that build Apple products love the products they build! If it happens to be a failure? So what? Let’s build another one that will not be a failure.
Steve Jobs clearly has an influence on this culture because he did the same at Pixar!
So, in summary: the only way to build great products is to get the people that build them to be excited about the product (truly excited, not “corporatese” excited).