All of Apple products are known for their simplicity and seamless interfaces. You turn them on and you can figure out how to use them without instructions. Does the company’s current line-up of products fit this bill? You be the judge.  All of its competitors have copied this characteristic — and at lower price points.

“The problem with technology today,” Isaacson notes, “is that techies don’t understand the human relationship.” It’s this link between people and machines that needs to be improved.