I like Henry Cheng's breakdown of what makes Apple's website unique, and very memorable.
As he explains, Henry is not an Apple fan, but enjoys reading the websites. They might be doing something right.
https://medium.com/swlh/i-dont-know-if-it-s-the-gold-standard-but-i-really-enjoy-reading-apple-s-copy-3a1200fc7fc2
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