While looking at www.apple.com for the iPhone 5 one thing came up to my mind. It is surprising to see the visual space Apple reserve for the physical device compared to the software side. It seems Apple reserve nearly all the space for physical device details and show less and less about the software. I would tend to think that Apple could balance the visual cues between the hardware details and the software to follow their design philosophy. After all, what makes the iPhone so cool and enjoyable to use it the balance and integration of the software with this hardware.