It's not magic: How Apple achieves greatness | Computers | Macworld: With the possible exception of Mr. Clean, no other non-legerdemain-focused company so consistently depicts its products as supernaturally enhanced.
As fond as Apple may be of promoting its products using terms of enchantment, I think it misses the point—and actually sells the company's efforts a bit short. Instead of “magical,” it's more accurate to describe Apple’s products as brilliantly and patiently engineered, with meticulous attention to detail.
Apple uses “magic” to describe two core elements of the Apple experience: How it feels to use an Apple product, and how using that product makes us feel about ourselves.