I don't think this could be more wrong. Apple is not a company that makes jewellery; it's a company that makes the world's most intuitive technology.

Whether their phones are considered "bling" or not is immaterial. Apple's marketing strategy is a bit different to that: producing products that people want to buy not just because they're fashionable, but because they're the best in the world, and they help their users do more than improve their street-cred.

Siri is a massive step in the right direction (if it works as well as they say it does). The author is correct in that natural language interfaces have sucked bigtime, but I can't think of a company better positioned to restore confidence in it.