Apple is certainly not a jewelry company. I am a huge fan of Apple's design chops and their ability to make the "world's most intuitive technology". And yet,

Apple is certainly not a jewelry company. I am a huge fan of Apple's design chops and their ability to make the "world's most intuitive technology". And yet, their products have been so good lately, so sexy, so "magical", that they inspire feelings of religious ecstasy in their users and fans. I don't see how this can be immaterial--it's a huge part of the brand value. Now I can understand how people might feel this kind of fetishistic ecstasy for something they can fondle in their palms, but I cannot believe people will ever feel this way about an IVR--no matter how smart it is.