Ive's got it right:
"Most of our competitors are [interested] in doing something different, or want to appear new - I think those are completely the wrong goals," Ive told the outlet. "A product has to be genuinely better."
"A product has to be genuinely better." -- that's what Microsoft is missed with the Zune, WP, and now W8. I really wish they'd raise the bar rather than just reach for the one Apple's set before them