I’ve recently pondered whether it isn’t that very concept which drives Apple’s success in the IT and consumer electronic space. Their technology is just as complicated – if not more – as all their competitors, yet Apple fund a way to make light of it. Their offerings aren’t overly complex and bogged down with data. Instead, they focus on what their customers want to use their products for and make smart decisions on what to include, what to omit and how to talk about it. The result is a small assortment of high-quality products and a simple, uncomplicated copy. Takes the fear right out of the equation, because even though you still don’t know what you’re getting, you feel it taken care off by someone who does.