It's a bit much to say design is goonish and an arms race. I'd argue the reason that Apple is the most valuable company in the world is mostly due to their desi

It's a bit much to say design is goonish and an arms race. I'd argue the reason that Apple is the most valuable company in the world is mostly due to their design expertise. You can make the same argument about software between companies being an arms race that competitors adapt to to or get left behind (see cloud, mobile, voice, etc.).