Proposal: excellence perfection
Nobody knows what excellence means. My home town of Thunder Bay has a place called the "Aviation Center of Excellence" whose name is basically now just a joke.
By extension, "product excellence" is a joke. An "Award for Outstanding Achievement in the Field of Excellence" is an actual joke from the Simpsons.
Perfection says what it means: an unending, iterative quest for the unattainable. But you know exactly which direction you need to be heading to get there, and that direction isn't another pointless rewrite or some new features or more animations or bug bankruptcy.
I've never worked at Apple but I suspect "perfection" is pretty close to the attitude they have. Not that they get there, but that they are trying to get there.