Fuji X-trans & Apple Aperture

Apple have always served the creative community, and made the aesthetics of their products a priority.

Sit Jonathan Ives (ex-Royal College of Art, like me) is now in overall charge of design innovation at Apple. He knows 'small is beautiful', 'less is more' and the cynicism about Apple isn't justified. Apple being primarily a visual company wants Apple users to reflect their artistic philosophy. So appealing to their visual integrity can work, as it has never been any old cash cow.

Thanks for everyone's thoughts. Everything helps.