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10. It’s beautiful.

Our designers and engineers agonize over every millimeter of every new Macintosh model and every pixel of the user interface. The result: ergonomic products that are the toast of the design world. iMac. PowerBook. iPod. iBook. You can see obsession with design and detail wherever you look: the spring-loaded screws that secure the bottom plate of the new iMac, laser-etched text where others would put a sticker, the tough colorfast polycarbonate cases of the iMac and eMac, the swing-away door on the Power Mac G4, the elegant optical mouse included with all desktop Macs, the instructions on the back of the door you open to add memory to an iBook or PowerBook. They’re objects that would be striking even if they weren’t computers. Tools that are, at every level, a pleasure to use.

This is another way of saying, “Life’s too short to use an ugly computer.” And while all those manufacturing details cost money, I have never seen a PC built as well as a Mac. Or one that looks as nice.


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