> But there are other things any competitor could copy, easily, but seemingly don’t even understand that they should, because such things aren’t technical. Take that chair. The on-stage demos of the iPad aren’t conducted at a table or a lectern. They’re conducted sitting in an armchair. That conveys something about the feel of the iPad before its screen is even turned on. Comfortable, emotional, simple, elegant. How it feels is the entirety of the iPad’s appeal.

This is an illustration why product companies, however large, should still be led by a product-oriented CEO. Companies led by MBAs or finance people are not doing too well on innovation front. Microsoft is a prominent example of this observation. Sony during Nobuyuki Idei's tenure was another example.