I have to admit that I’m quite technical person, I know how to hardware and software works together, I can find solutions for different technical problems. But I don’t really enjoy doing so for devices that should just work.

In my view huge success of Apple in mobile world based on following pillars: design, hardware, software and Store. Let’s see each of them in details.

Design

As you probably aware, most products are designed by engineers. They are quite practical people. They don’t need bells and whistles. I should work and do its job. Design will be absent or extremely basic. At the same time in many areas design is quite important. Nobody would like to drive car that looks