> I think Apple is a Design company, as in that's their main value add. Like Steve Jobs said, design is not just how their products look but how they work - something that requires both software and hardware.

That's just word redefining. And I have an old iMac 20 that has all its USB ports on the back and every time I have to twist my wrist to plug something I am reminded how Apple isn't that good at functional design. The thing is pretty though.

those macs had a target user of designers/creative industry professionals. For these people the aesthetics is pretty much a part of the function. Apple's biggest innovation is probably the realization that "normal" people care about very different things than engineers, when it comes to computers.