When Jobs/Ive was crazy over Dieter Rams designs for Braun, the year was 2001 and music players were designed like if it was a gadget for Batman's belt.

For the years to come all apple designs made look the competition like ridiculous old technology.

Today, Apple designs like the watch and Macbooks follow the same tired idea of curvy, minimalistic Braun-like devices while some competitors are leapfrogging to new design paradigms, maybe trying to pull the same 2001 success of the iPod; Perhaps no one is there yet, but many years have passed and the taste of design is eager for the next thing.