It’s no surprise that Apple is making such huge strides in the consumer market. They follow the Human Factors tenet of providing a tool to get things done rather than an obtrusive device that one must adapt one’s life into. And not just in the products themselves, but in *how* those products are positioned.

Case in point, check out Sprint’s EVO 4G demo. It’s all about specs and “features to make other smartphones jealous”. Now contrast that with the practical, emotion-filled ad for FaceTime and the iPhone 4G. Screw the technical jargon, here’s how we make your life better.

http://now.sprint.com/firsts/evo4g/#/evo4g/
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