Apple is now officially the most valuable company ever. (You’ve likely heard this fact because almost every media outlet talked about it.)

Question: What is Apple if not an amazing collection of human touches?

Listen, we don’t know everyone who works at Apple. But we do know a fair bit about its CEO, Tim Cook, and its chief designer, Jony Ive, aka the folks who set the pace and priorities at Apple. And even a quick Google search will show you that Tim and Jony care a great deal about keeping Apple’s products and services both personal and human.

Takeaway: Human touch is the secret sauce in businesses. Just ask Apple.