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by Jason Snell & Dan Moren

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By Dan Moren for Macworld

How Apple turns boring tech chores into exciting key features

When Apple comes to mind, it probably conjures images of slick, carefully engineered devices with innovative, envelope-pushing features. And the company’s surely had more than its fair share of those, but it’s also managed to pull off a subtler but far greater feat that goes underappreciated.

The company has not only figured out how to make us eat our vegetables–technologically speaking–but it’s also turned those very features into selling points. Because it’s one thing to sell a flashy, shiny device; it’s quite another to get people excited about the mundane necessities of the technology world.

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