>> Hardware is not the center of attention anymore.<p>The iPad is <i>all about</i> hardware ... all of Apple's products are about making hardware look sexy and trendy, even without the UI. Apple doesn't mention the internals because Apple products are often under-powered compared to similar-costing competitors.<p>>> The UI is everything<p>I would say that the <i>looks</i> of the UI are everything, to your average consumer. As sad as it is, the visuals are what drive customers to new operating systems (e.g. Aero), new versions of software (e.g. the Ribbon in Office), etc. Microsoft puts lots of new behind-the-scenes innovations in each new OS, but nothing sways customers more than screenshots -- often the least relevant part of the operating system.