Eh, it's a natural progression given their design goals -- I think the central principle behind Apple's design, one even more basic than their idolization of Di

Eh, it's a natural progression given their design goals -- I think the central principle behind Apple's design, one even more basic than their idolization of Dieter Rams, is to capitalize on a trope you see in a lot of science fiction: technology that is so advanced as to defy compartmentalization, as if the driver of their functionality is external to the universe itself. Thus the black slate design, the aluminum unibody, the elimination of removable batteries, the thinness obsession they have with the MacBook Air and the iMac. This works especially well for them because technology isn't actually at that stage, so creating the illusion this way really does make their stuff look more advanced (note how that's far and away the most prevalent word in their ad copy, by the way) than competing products to your average consumer.