Since then, the company’s transformation is a triumph of design in product development and brand packaging. Since then, its CEO does not laugh with derision—and humor himself with disbelief—whenever Apple refines existing technology or revolutionizes technology in its entirety. Since then, what Apple hath wrought Microsoft has rewritten: not by engraving its name in marble but by etching its logo on the surface of its series of Surface tablets; of titanium and glass; of flexible hinges and digital hubs; of slender screens and powerful processors.