1. Is it elegant
   A beautiful word, and something that sets Apple’s products apart. Even power adaptors have to be gorgeous.
2. Is it innovative
   A much used word, but in Apple’s case it’s evidently true
3. Is it anthropomorphic
   OMG have you ever even thought of word that when considering products? Maybe one of the reasons that pinch-to-resize, flick-to-scroll and shake-to-undo are so compelling is that they feel right. It’s human. It’s like real life.

Steve also seems to believe in launching and committing with absolute ferocity. ‘Putting it out there’ and getting a bit of impact is cautious and prudent. Your CFO will like that approach. But it’s not for Steve,

“I understand the appeal of a slow burn,” he concluded, “but personally I’m a big-bang guy.”

Finally, and this is the killer test, Apple understand the wow factor, the ability to deliver jaw dropping moments. Jobs is quite clear on this one…

“You have this incredibly innovative machine but it looks very traditional.” The last word delivered like a stab… “There are design firms out there that could come up with things we’ve never thought of,” Jobs continued, “things that would make you shit in your pants.”

Here’s to next Wednesday…