I think Apple can do some amazing things with hardware and making some categories exceptionally sexy (can you remember MP3 players before the iPod) is one of their core talents. This has led to a large following who "ooh" and "ahh" after almost anything Apple make from a keen almost religious following. I then saw the iPhone and was amazed by the number of people who said "wow, all that in one device - why hasn't anyone else thought of this" - I almost spilt my cornflakes - this is not a new. Then there was the "what a nice device" - I like to feel my buttons, so nope, this, along with a whole host of other phones like it is not for me. Is the styling great... well, each to their own. I think Vlad summarised it well with the iMeToo , but for some people, all the previous messaging about phones has not hit the mark and the iPhone might just be what some people need to move on their thinking as to what a device might do for them. Vijay links to seth's blog on this very subject at http://www.iqubed.biz/blog/?p=193...