This strikes me as very boring, non-Apple style thinking. That's because this is Apple's thinking. Not Apple's external messaging that carefully crafts a pict

This strikes me as very boring, non-Apple style thinking. That's because this is Apple's thinking. Not Apple's external messaging that carefully crafts a picture of how they "think." I sincerely hope that Apple has not become a boring company. Boring is just a matter of perception, I grew up exposed to Apple's branding and always thought they were boring. They're very much like a career-politician running as a "Washington outsider" but with more success selling it. Cultivating a family-friendly counter culture image was a smart response to the fact their primary competitor was the juggernaut of the day. If they become "boring", it'll be because their customers perception of them as an underdog to Microsoft has finally worn off, and now they're recognized as top dog to Android. Not in market share but as a luxury brand. Now that I actually think about it, their messaging has been turning towards a "car manufacturer quite pleased with themselves" vibe...