Lol. I've been in retail and market research for 15 years. Trust me. They aren't that smart. And they don't look at as much data as they could. You would assume so, because you think that as a consumer, who is as impressed with the company for being Apple, that it must be doing something to make themselves the Apple that they are, but retail companies look at a shockingly basic amount of trends, and the rest they hire professionals to shuffle numbers around with. It's alot of luck and guess work. Yes, this includes Apple. it's just a company, that you like.