On such figure is Jeff Raskin, Apple's 31st employee and the man who headed the original Macintosh project. Raskin is dismissive of the new iMac, complaining Apple's design-led approach is misguided: "If I sit at a PC or a Mac and use a familiar application, I can pretty much forget which computer I'm using. It all looks and feels the same.
"There's been a lot of research in usability over the past couple of decades and almost none of it has gone into the Apple. If Apple thought about these things, I think it could regain market share."
Apple's vice-president for worldwide product marketing Phil Schiller is also interviews, discussing the sea-change that Mac OS X has brought about.
BusinessWeek also applauds Apple for innovating its way out of the massive PC slump with the launch of the new iMac, the iPod and iPhoto.