What's the first company you think of when the following is mentioned: innovative design; industry leading technology; excellent user experience.
For most, it would be Apple.
If they went down the path of starting a delivery company, the core focus would be on the end user and how to make their lives more convenient. A customer wants to choose at what hour they receive their parcel? Sure, no problem. They need to live track their order to report to a boss? It's in the dashboard. They want instant push notifications every step of the way? Consider it done.
With evolving technology, smart delivery services and technical solutions within the delivery space, the above is already achievable and will only continue to give customers the ultimate choice.
What if Apple started a delivery company? What if they took all of their data-driven, platform-enabled creative power and turned it to package delivery? Imagine what that user experience would be like. You would probably get just what you wanted, without even having to think about it. Suddenly, the old way of receiving packages would seem as dated as mobiles without touchscreens.