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The true innovation of Apple lies in their accepting a single fact: as technology becomes commonplace in society, its design becomes ever more important.
Other companies tend to focus solely on the functionality of technology. However, when technology becomes an integral part of your life, it needs to be integrated in such a way that it complements your lifestyle, rather than contrasting with it.
Take, for example, the iPod. Technologically, it wasn't particularly innovative. Aesthetically, it was. It wasn't a useful but awkward gadget, like the competition. Instead, it was an object that provided simple functionality, as well as being something that people gladly carried around and accepted into their daily life.
Or look at the iPhone. Technologically, it isn't nearly as sophisticated as other smartphones. But it is something that provides simple functionality, designed in such a way that it effortlessly blends into a person's life.
For me, the best example is perhaps the iMac in my office. With another brand, I could have gotten more functionality for less money. In truth, however, the extra functionality was something I didn't need - my work, sadly, does not usually require me to play the newest games at the highest settings.
Meanwhile, the iMac in question actually adds to the design of my office, rather than taking away from it. Not only does this help in creating a comfortable place to work, it also puts my clients at ease, especially the technophobic ones. It gives them the feeling that technology is being used merely as a tool, rather than as an intimidating and enigmatic barrier between them and me. That allows them to retain a feeling of control - and you'd be surprised at just how highly the typical 50+ brick-and-mortar CEO values that.
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