This is what Apple does so well: it brings you aboard with something familiar or intuitive, and then takes you someplace you wouldn’t have gone otherwise. It is also what Apple’s competitors and detractors never seem to understand. With every product launch, naysayers inevitably turn to a PowerPoint slide and note that company X’s product overview has more bullets. It’s not about the bullets. It’s about people wanting to use the product. Tapping into that is very, very hard—especially when refusing to acknowledge its importance. How they can continue to ignore it as Apple’s sales and market cap soar is a mystery.