Apple always had the philosophy of perfection. No device/device group is working so well all together. Through that, network effects came into place and users always chose Apple in this fast growing market. To establish a brand, the marketing wasn’t bad, but the overall selling point was the technology, realized in perfection.
Regarding Tesla, the strategy is similiar because it doesn’t invest a lot in marketing, it focused more an engineering/design.
Nevertheless, there is a huge difference in market position. Tesla is more or less in perfect competition with other established car manufacturers so that the margin percentage is relatively small compared to Apple. Apple had from the beginning a monopoly that