Sean M Everett

You can make one thing in technology esoteric, but not both.

Choose either a new user interface or new branding / copywriting. It’s different than anything anyone has ever seen before and it wakes you up like a jolt of caffeine. Even better, it’s memorable.

Try to do both, however, and you end up like Color, losing that $40 million they raised in only a year.

Do one really well and you become the most profitable business that ever existed. Namely, Apple.