True, but at that time it was a combination of fashion and design(especially true for the iPhone's early years). But today the design arena is much tougher, wit

True, but at that time it was a combination of fashion and design(especially true for the iPhone's early years). But today the design arena is much tougher, with Google becoming very capable in design, and a lot of good ux/ui designers around(due to the difficulty of designing good apps and the importance of that). So now Apple is differentiating with what they can, which is fashion, and their unique positioning in the market.