Credit: Brian Stauffer

In the past five months, Apple has dropped the word "Computer" from its name; settled its long-­standing dispute with Beatles music publisher Apple Corps; introduced the Apple TV, a set-top box based on its iTunes technology; and announced that it is getting into the cell-phone business. Apple wants us to believe that it is no longer a computer company but, rather, a digital "lifestyle" company, building a set of high-tech experiences around a core of technolo­gies and designs that are warmer, cleaner, easier to use, and more enjoyable than what its competitors in Seattle and Japan have to offer.

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