I would also argue that Apple’s record-shattering results last quarter are remarkable. Not because the iPhone 6 and 6 Plus are revolutionary, because they’re not. But because it shows that design can matter in the mass market. For decades the industry’s conventional wisdom held that design wasn’t important. The industry’s leaders created shitty software and shitty hardware. Apple’s success has upended the industry’s value system. Almost all of Apple’s competitors value design more today than they did a decade ago: Microsoft, Google, Samsung, HP — all of them.