Technology improvements are a bit like going to a movie or a magic show: you want to be wowed, but it works best when you don’t see what’s going on behind the scenes. You don’t want to know about the trapdoor, or the strings holding people up as they soar through the air, even if it gives some appreciation for the difficulty of the production, it robs it of some of its power and awe.
Apple ends up having to ride this line a lot. At the root of itsabout its impressive new functionality, but some of its biggest technological breakthroughs happen at a level that is totally invisible to its users.
