To add on what it was said above:
"When Steve Jobs returned to Apple in 1997, Michael Dell famously trashed the company with a killer quote.
When asked what he'd do with Apple if he were in Jobs' shoes, Dell said:
What would I do? I'd shut it down and give the money back to the shareholders."
Today however:
Lots of experts out there...
Oh, and Apple's website is the industry standard about how a website/ online shop should look like: beautiful, yet simple and versatile, extremely easy to navigate and buy.