What's in a look? Before Apple started making immensely slick, sexy hardware, the main issues were always "specs", "graphic cards", "memory". Then, the game changed. People started buying Apple computers because they looked good - inside and out. Their computers (and gadgets) are immensely appealing. Their operating system, OS X, is a pleasure to look at. When the iPhone was announced, I knew it was going to be the equivalent of Naomi Campbell in the cell phone world. And I was right. Are iPhones just too sexy to compete against them?