Obviously the technology is amazing. As I was watching, it made me wonder if what they've developed isn't as much of an entertainment technology as it is the foundation of the future of computing … sort of the Star Trek model of computers. Computers that you talk with as if they are people. Maybe this is what leads down the road to HAL 9000?
Apple is credited with being a lot of things: innovative, user friendly, game changing, and more often than not, they are the subject of presentations on how to build a great company. They are the killer brand of the past 10 years, and will likely continue to be for the foreseeable future.
But I think I figured out their game.
They are in the cash register business.
And they have innovated by putting one on their employees around the Apple Store: