This has got to be my fetish of the moment – ever more pseudo-Apple product designs – some weird, some awful, some truly beautiful. The mistake that is made a lot – particularly in the renditions of the potential new design possibilities of a flat-screen iMac – is that the iMac has to be a friendly looking computer – a computer that has removed all the ‘computery’ bits that worry people. Some of the projected designs look like flash-backs to 1990, or earlier. Or they look like sleek designer products for people with very urban, stark sensibilities. Where’s the ‘cute’ appeal that the iMac has?