The Magic of Iteration

---

I received an Apple Magic Mouse as a birthday gift. Since then, it has proven the power of offering users a thoughtfully designed ecosystem and the need to pay attention to even the smallest parts of that ecosystem.

---

Companies offering extensive ecosystems are empowered to shape hardware and software touchpoints in powerfully integrated ways. Volumes have been written about how Apple has thoughtfully enhanced its user experience for years. But something else inspiring here has to do with focus and iteration.

Sometimes, the folks in Cupertino manage to release things that are not accompanied by a special press event, which nonetheless has a deep impact on our day-to-day user experiences. The "magic" of the Magic Mouse is one of those thoughtful additions that slipped into the ecosystem. While I don't use all the features offered by the Magic Mouse, I continue to find that just having the ability to scroll through deep web pages with the flick of the index finger is magic enough.

This kind of seamless hardware and software integration builds loyalty. Powerfully "sticky" parts of the user experience sometimes come in small packages. Many result from numerous iterations and refinements in the marketplace. In a world where new-to-market offerings are so highly valued, it serves us well to click "pause", to double-click if you will, to pause, and recognize when outstanding incremental innovations do come along.

Here's to paying attention to the little things. Indeed, there is magic in the details at Apple.

---