Steve Jobs demonstrated once again how his position is favourable when it comes to innovation. Apple masters OS, software and hardware, it seems to be the only reason of their advance. Jobs call it genius – and sure there is a bit of genius in this new product – but I would call it superb isolation.

From a more realistic point of view, other actors in the mobile market never achieved such a result because they evolve in a real world where you have to meet standards if you want to interact with other key actors. Simply put: if you want to make business, innovation can be your worst ennemy because it costs you a lot of money while well funded copycats are just waiting for you to come out with your new gem.

That said, Apple is opening again new avenues in UI design, computing and mobility. The Multi-touch screen is fantastic – yet not new, see video – and the “flow” from app to app and function to function seems to feel so sweet. Apple demonstrates that it is possible, and fun, to improve on commonly admitted rules, and to offer products that genuily aknowledge the human factor.

It demonstrates once again that UI actually defines a product in customers’ minds.

Of course I can’t wait to get my hand on this little wonder, even if I tremble in advance thinking of the conditions Apple and the canadian telcos will impose to their customers.