Seriously, people at Apple aren't smug. It's a lot of people working their asses off to make the best product - and I do mean that. Yes, it's expensive stuff but if you saw all the thousands of decision points through a design's evolution where there were "do it cheap/well enough or do it right" questions, the only answer is always "do it right".

When I was at Rio I'd often tear apple stuff down and wonder what the hell all this extra circuitry was for that we wouldn't have put in (or been able to afford to put in) at Rio. I've never seen anything in consumer electronics as thoroughly engineered or exhaustively tested as the stuff Apple makes.

If the marketing goes on and on about how good it is, that's no different to, say, BMW's marketing. They are justifiably proud of the premium product they've made.

My personal opinion, obviously.