it’s the little things that matter. Apple recipe is so simple: Just make things better. As much as you can. And don’t stop there. Jobs could say for years “Our products look from the back better than the other guys from the front”. Yet nobody really started to compete with Apple in the design league. Sony was good in the 80s and early ninetees. Right now there isn’t much industrial design that would be worth mentioning. Despite the fact that Apple makes a killing, vastly based on design. Go figure.