Joshua Topolsky on the role of design in Apple’s product innovations:

In the age of digital, execution is staggeringly important, and there isn’t a single company in existence that can pull off polish and simplicity like Apple. While other companies struggle just to get all of their devices and services talking to one another, Tim Cook and friends are worrying over the details that actually make consumers pay attention. The products don’t just work the way they should; they feel the way they should. Reducing friction, even a single click, can change the way a user perceives an entire product.