"it just does it" is a very good value statement indeed. However, it does disregard some things about consumers that are important from a marketing perspective, especially for tech. 1. The statement needs an addition of "... and it's soo easy", I think it's been demonstrated many times that how much a machine can do matters far less than how much it is actually used for. 2. People like feeling special with their tech, at first it was enough to have an iPhone, but since everyone does now (in the US at least), being special is now about having the newest, coolest app... and this sells!