Two things:First, the bolded sentence makes my head hurt. I understand it sorta, but it's kinda like splitting hairs a bit. I can see your point though regarding laptops maybe. For instance, I have a MBP and got it about a year ago. They have made upgrades to the parts, faster processors, faster bus speeds, higher capacity hard drives...but the cost, and the incremental improvements don't make me want a new one. That's one example of upgrading the product, without offering a significant upgrade of any other kind. I'm not really interested.Regarding crediting the marketing machine, is there much credit given to the quality of the product itself? Again, marketing can only do so much. If the product isn't good, the marketing will lose its effect. It's not often that something that's hyped quite a bit (think Vista) that fails to impress when it comes out , would receive anything less than a media and word-of-mouth lambasting.The hype machine for the iphone 1Gen, and the marketing for it, were both amazing. But there would have been quite a backlash if the product itself did not meet the hype. It did. Most people were impressed, even though it had some flaws (speed a biggie). They just released a new and improved iphone with similar hype, building on what was good in the first, and improving on what was lacking, and their marketing and hype machine brought out more interest. 3-4 days after the product has hit the masses, many, many people seem to be very happy with the product.Again, this is not just a marketing success story. This is a marketing success story coupled with extremely good products. It may be true that the products aren't offering any features that aren't offered in other phones, or hardware, or anything really that wasn't available before, but the way they have done it, the elegance of the design and the user interface, really makes it a uniquely satisfying product for millions of people.Vista had hype, it had marketing, but Microsoft didn't have the reputation for putting out quality products, and when Vista came out, the performance didn't match the hype and there was a huge backlash. The lack of backlash (even despite the huge problems on day 1) should be telling about the quality of the product itself.