A few weeks ago I wrote about consumer choice and why it’s important to understand what you are buying and what impact that has. Frank Chimero wrote a great piece about the very same thing but from the perspective of my favorite company:

Apple’s made a machine that is so refined and polished (literally), that it’s just not even worth investing or waiting for everyone else to catch up. Who wants to finance a company’s awkward adolescence? Apple wins by selling full delivery of a total package, and what consumer would invest their money and time in the unsure potential of something else over that?

What’s the win state of design? Maybe since so much of design is aimed at generating desire, the win state for design is actually to instead fulfill desire. The harder they toil, the more successful their work becomes, the stronger it makes those who aim to fill needs rather than generating them.

I get made fun of a lot for loving Apple so much but I won’t apologize for it. Apple doesn’t accept “good enough” and they most certainly don’t wait for other companies to make a product that is as good or better than theirs. They never rest on their laurels. Consumers shouldn’t let any company do that. “Good enough” is not good enough.