The products are extremely good, but Apple doesn’t make the best computers or telephones by any stretch of the imagination, but they sell because people associate an aspirational identity with their products and the desire goes through the roof. There’s no mention of screen resolution, memory or how many gigabytes and that’s because it doesn’t matter. It’s all about what’s inside the box, and you just have to have one as people buy into something that is deeply felt, and that is identity.

I agree wholeheartedly with Steve Jobs and think it’s not so much the aesthetics as it is about the mechanics. Now when you apply that thinking to Apple, then you can really see how this makes sense.