Apple has been praised for creating innovative, design-led products.
Online business digest Business 2.0 credits Apple CEO Steve Jobs for turning the company around in the 1990s, with industrial design which "has appeared to be marketing magic".
The article continues: "Take an ordinary object, give it sleek curves and cool colors, and you've got instant market domination." Jonathan Ive is also singled out for praise for creating the new iMac's look.
It also quotes Robert Brunner, a partner with international design company Pentagram. He says: "So many companies said they wanted to "iMac" a new laptop or telephone. They saw it as a metaphor for colourful, exciting, successful design. It drove us nuts."