Apple’s Magic Is In The Turn, Not The Prestige:
While it lacks the pomp and circumstance of a Prestige on stage at some big event, this interaction is much more intimate, and as such, much more powerful. You may not perceive it directly, but the care and craft of The Turn percolates through your hands and eyes. Within minutes or even seconds, you just know this is something different. Something far beyond what others are doing with their false magic. You want this. You need this.
That’s why Apple is now the most valuable company in the world. And that’s why you will buy an iPhone 5. And an iPhone 6. And beyond. You’re upset about The Prestige, or the lack thereof. But it’s all about The Turn.
[Great piece. At work I’d really like to get to the point where I can spend time carefully researching and redesigning our work. It won’t be for a while in larger sense, but in a smaller sense we do it every day.]