There is definitely some sort of Zen that makes Apple, well, Apple. Taking something obvious, and making it somehow better, somehow cooler, somehow new. How do they do it? By observing how consumers interact with technology and experimenting ad nauseum internally, until they get it exactly the way they want it. This includes abandoning the past if it no longer makes any sense.
Very interesting and thought provoking. Have to admit I am a huge Apple fan and always look forward to new products that they put our way.