Less how the devices look, more how they behave.
People care more about look and feel than functionality. Fortunately for Apple, it dominates both the aesthetic and usability.
But all Smartphones and tablets look similar these days, a thin piece of hardware with a large screen.
That’s why the real test for Apple is in strengthening the power of the iPhone and its connectivity with other devices.
As the video explains, ”middleware” is the most important piece of the Smartphone. In fact, all that matters is the guts.
Siri is just the beginning of man talking with his widgets. It’s that piece of interconnectivity that consumers will care more about then the design of the hardware itself.