I would compare iPhone and Audi, not BMW. Both have exquisite design and attention to detail... but in both cases, "something" is lacking. The difference betwe

I would compare iPhone and Audi, not BMW. Both have exquisite design and attention to detail... but in both cases, "something" is lacking. The difference between Audi and BMW is in the feel of driving (for BMW-heads at least ;) ). I feel the same with iPhone - it received immense attention by it's creators (just like Audi), but still, there is something missing. It has no "soul".