[sah2ed]

As we advance as a civilization, our tools have evolved along with us.

The invention of electronics combined with electricity meant that we could augment or replace tools that traditionally were mechanical in nature, and thus required some maintenance by the owner. (A good example being the mechanical wrist watch which transitioned from manual winding to battery power; timekeeping transitioning from mechanical to quartz crystals; and the clock face transitioning from moving hands to LCD).

The invention of general-purpose computing meant that we could slowly tack on "smartness" to new and existing tools that had become electronic.

Apple (originally named Apple Computer) rides on this second shift enabled by the invention of the general-purpose computer -- by using technology to allow us to do more with less.

From my observation of Apple, it appears they view the world exclusively through this lens -- where they completely re-imagine our daily tools to make them more useful, more life-enriching, by putting a general-purpose computer at its core.

In other words, Apple's unstated mission is to enrich lives using technologies we interact with on a daily basis by designing tools with a computer at the core rather than as an afterthought like other manufacturers. In addition, they try to differentiate themselves from everyone else by shipping devices that are not only beautiful to behold but also well-thought out in terms of ease of use. Sometimes they succeed wildly like with the iPhone. Sometimes they don't.