Apple's Just One More Thing Product Design

Apples Just One More Thing Product Design
Apple is right not to abandon its Mac-envy approach, which really is the pinnacle of the company's product design. While some vendors look to lock in customers, so that they have to live with the products. Apple's panache is creating distinctive products that are so cool some people feel that they can't live without them.

All computer companies must make tough decisions with respect to product design. In some ways, Apple is the exception because the company has tougher decisions to make. Steve Jobs' "just one more thing" aura creates an expectation that every Apple product will be exceptional.
The expectation isn't realistic, but it is the price Apple pays for the secrecy and rumor hype that surrounds new product releases. I anticipate heightened expectations as Apple prepares to release the new iMac quietly hinted at last week.

Some design decisions go awry. Who can forget the Cube debacle? I bought one, which set me back almost US$3,700 with Apple 15-inch flat-panel monitor. Plenty of folks have their reasons for Cube's market demise. Mine is different than most: timing.

Apple released Cube during the great Internet service provider rebate craze that drove down Windows PC prices and sales up during 2000. Meanwhile, the core Mac market had just completed a major upgrade cycle.

Then there was the design proble