In a mature consumer electronics market, good engineering alone won’t guarantee a product’s success. To rise above the crowd and win over consumers, a product needs to offer something more: an engaging and appealing user interface. One can appreciate the power of advanced user-interface design by looking at Apple’s iPhone. The iPhone was not the first touch-screen smart phone, but it was the first to add the “wow” factor. The iPhone’s graphically rich, seductive, and simple user interface makes complex technology accessible to a younger, trend-seeking audience, not just the tech-savvy business professionals traditionally targeted by the segment.