I find Apple so incredibly impressive. They target a few key features with every release, absolutely nail those features, and sell the new products perfectly. Their product line-ups and messages are constantly evolving, but slowly, determinedly. And so they achieve things no other company seems capable of - like an unlocking mechanism that is going to be market-defining. Why? Because when the other companies become jealous and try and come up with their own versions, they'll rush and release something half-baked, and out of the confusion only Apple's solution will speak to consumers. Apple is so far ahead of the competition it's ridiculous - maybe Google can compete in the medium-term, I'm not sure. Apple's confidence and poise is awe-inspiring.