Some Sapien considers a Mac

Form vs. Function.

I find it interesting that technology is not a stand alone concept for the modern human. For us form nearly precedes function. If a technological tool is not also visually appealing it will garner very little interest except by the most die-hard technological fanatics.

Apple ...the computer company, is a good example of this ethos. It's products are based on a foundation of world class design. Their products are not simply tools but, works of art -- both hardware and software.

Apple has been able to this design principle to a higher level. It has created a culture obsessed with good design. Not just its engineers but its customers have come to expect it. Apple must be careful to not simply release "me too" products or V2.0 products. Its customers are willing to pay through the nose for good design, but any move to simply grab more market share or to simply increase revenue without also delivering substantial design improvements will be seen a a betrayal of the culture that Apple has helped create.

Take for example the release of the new iPhone. It looks superficially the same as it's predecessor. It packs fewer new features than expected and the launch of the product looked like a bad bicycle race crash. In short, Apple failed to deliver on its brand promise.

This puts apple in a perilous situation. Customers are usually willing to forgive the occasional error from their favourite vendor. But if apple repeats this performance it will lose the credibility with its customers that it is not simply another silicon valley technology company looking to make a quick buck at the expense of its customers.