People buy Apple products like hell. Everybody wants to have an Apple computer nowadays. But what does make them so sexy? If you show up with a new MacBook people start looking. If you have the newest TakeYourBrand Whatever MP3 player, nobody notices. If you have the newest iPod everybody wants to take a look at it. If you compare the former with the latter, the whatever product will be technically more advanced, will have more memory, bigger display, will be cheaper and so on and so on. But why do Apple products still sell so well? It’s not the design that makes it fundamentally different in people’s eyes. The design is only a visual representation of what is behind many Apple products: it’s the philosophy of products that just work. The world is full of technical devices. Nobody wants anymore to play around with drivers, cables, software, hardware incompatibilities, depend on friends who are technically advanced everytime. Somebody once said that computer graphics is good if you don’t notice it. Technology is good if you don’t notice the complexity behind it anymore. It is this just works ™ experience that people are longing for. No more computer problems, no more hours of tweaking around technical devices to make them work how they should. If I spend hundreds of euro for a product I want it to work, I want it to be well thought-out, I want it to just do its job. Apple seems to fulfill this desire. Certainly also their products are not perfect, need updates sometimes. But it comes nearer to this wish than other brands. And then yes, the elegant and simple, well thought-through design reflects this philosophy and makes people feel (yes, it’s about emotions!) that the technique behind will do what it should: just work.