Today marks the beginning of Macworld Expo 2008. The internet is a-buzz with news about Steve Job's impending keynote speech and what new applications will be unveiled. There is some talk about the difficulty Steve Jobs will have topping last year’s Macworld keynote speech and according to experts interviewed by the Associated Press, Macworld 2007 was the Macworld of all Macworlds.

The key to Apple’s success could largely be attributed to smart, usable, design savvy innovations. When I was told I could just get a regular MP3 player or even a Zune at a fraction of the price for an iPod, I argued that the iPod is not just an MP3 player. No, it is special not only because of its excellence of functionality but for its sleek – and quite frankly Apple-esque – design; it is a status symbol for music lovers and design fanatics alike.

“I am an apple fanboy for one simple reason that so very many people seem to not understand: Apple understands that people should have what Stephen Fry calls an ‘emotional relationship’ with their computers, MP3 players, and even phones. Those devices, through their hardware and software design, through how their form and function (and how they meet), should inspire their owner.

These devices should not feel like a commodity, like it was designed and manufactured by a lifeless robot with no humanity, as almost all PCs and other personal electronics do. They should inspire in the same way as a finely crafted, handmade piece of furniture, its craftsman's uniqueness oozing out every time you look at it, and use it. The device's design should be of utmost importance to its designer.

Using a different analogy, Apple's products are like a fine chef's creations, each designed for its own purpose, and almost with a sign on top that its creator cares about its taste and presentation…”

In a time where great design that functions is at an all time high demand, Apple feeds into the thirst in a way that many technology companies have yet to pick up on. This is why so many will argue that Apple is not just a catalogue of products but a culture all its own.