Very thin devices need to be more rugged; must flex somewhat ..

At least in the short term, Apple fans will fall for the good looking, mean and, of course, thin horses from the Cupertino stables. But, of late their so called innovations have little to do with value for users; it is only about innovating to ramp up profits, which is very different from what late Steve Jobs did. Some of the early breakthrough innovations in design from Apple were about thin devices with better display through major breakthroughs. Beyond a point, excessively thin devices will be far too delicate for the rough-and-tumble of a busy day for many. If devices are too thin, then a way must be found to make them rugged and capable of a certain degree of tolerance to bending. This means the next level of innovation, as far as the hardware goes, must be about rugged thin devices, that can flex somewhat. Some cutting-edge innovation is called for. That will depend on radically different combination of materials for body, electronics and display. Apple, now, is not really giving to its die-hard fans high value for money. The latest is the entrapment of ApplePay, which will make it very difficult for ApplePay users to migrate from a system for phone-based payments embedded in its firmware to other platforms. Given the history of Apple, it will make sure that any migration out of its 'ecosystem' will be terribly painful.

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