Continue? You haven't done any smashing yet... Not at all. Apple's aesthetic superiority is clear, it's true. But that superiority isn't at all the same as saying they rely on it. Their products are excellent even when you look past the looks. And as we know, it's not as if aesthetics don't deserve consideration when you compare products. Otherwise all products would look alike... There are good products that are cheaper. The quality gap has certainly closed. But that's not to say that the iPod isn't worth the extra money for what it offers that you don't get elsewhere. And since so many people had iPods before, people get a lot of extra convenience by sticking with another iPod rather than switching to a new brand. The Apple fanboys are a very small minority of the market. That doesn't even come close to explaining their dominant market share.