What made Apple products so much better than the competition? Aesthetics. They might not work as well as a Windows product for productive tasks, they cost far more than the competition, and they’re far harder to maintain or repair than other, similar products. Yet people line up to buy them. In these dark times, these days without beauty, we unwittingly grasp at anything that fills the hole in our soul. A consumer product won’t fill it, but, because its aesthetics remind us of the beauty that was once omnipresent, we subconsciously hope it will.