What are ways to evaluate companies non-financially?

The Little Book That Builds Wealth

Book by Pat Dorsey

One way I like to think about it is to actually use their products directly. For example, I own a macbook and a iPad. I recently found out about the "Sidecar" update - basically, my iPad now doubles as a monitor + writing on my ipad turns up almost instantly on my computer.

I think this is amazing and I don't see any other devices have such a level of integration. This gives me a better understanding of Apple and it's potential.