1. The 'reality distortion field'
The infamous 'reality distortion field' refers to Steve Jobs' ability to work onlookers into a frenzy of excitement over the most ordinary of products. Jobs' usual line, that no one does it better than Apple, is all-pervasive in its marketing.
2. The iPod
The best selling MP3 player has taken on iconic status ever since it was first launched in 2001 and today dominates the market, easily seeing off the latest challenge from the Microsoft Zune with a record-breaking quarter of sales.
But the device has long been dogged by accusations of dodgy battery life, defective mechanics, easily scratched or cracked screens and a general lack of longevity. Most of the silicon.com editorial team have got through at least one iPod each.
3. Style over substance
The translucent Bondi Blue iMac initiated Apple's much-trumpeted departure from the Beige Brigade and a return to good times for the struggling company. The criticisms of style over substance and form over function have followed the company ever since.
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