That's tough. I think it's becoming more and more true these days; but I very much disagree if we look at a long story of best-in-class UX that truly set the to

That's tough. I think it's becoming more and more true these days; but I very much disagree if we look at a long story of best-in-class UX that truly set the tone for the entire industry and beyond. Apple used to be much, much more than marketing; in fact the very smugness of their image and marketing comes from their unprecedented domination over computer-user satisfaction, superior design language that contributed as much to art as it did to tech, and so on and so forth. Even typography, one of Job's first huge intuitions and success, is a true user's benefit well beyond the looks. I'm particularly harsh with Apple these days when I criticize their choices (UX, UI, manufacturing quality, product design, pricing, whatever), but that's because I hold one of the world's biggest company to much higher standards than what they're currently outputting; and I did not set those standards — they did for themselves over their own history. That has been their true gift to the world.