Apple Inc (AAPL)

[yofal]

You know people keep saying things like that…not that we shouldn't be critical of Apple, but it's just so "reflex".

If a few more OEMs demonstrated any kind of thinking whatsoever rather than literally stamping out another permutation of the same components and OS that the other guys already have, Apple wouldn't get half the attention it does. How in hell can the CEO of the world's biggest tech company come on stage before the world and show no guidance whatsoever. Talk about a lost opportunity. A waste of Bill Gates legacy.

I found a lot of yesterday's presentation rather cloying and soaked in Forstall's ADD-fueled happy talk. But the zen master of presentation, Jobs, though weakened, still demonstrated a firm grasp of keeping it simple.

While Apple's success in in the details, it's amazing how free of them they keep their presentations. They hammer away at very simple takeaways points, push the user experience and merely hint at the device's potential, leaving the consumer to discover all sorts of easter eggs of design and thoughtfulness. Consistently under-promising and over-delivering.

Some may call it "hype", but more and more I think it's really "envy" writ with a fancier crayon.