“We realize people do not care about the size of these boxes, they hide them anyway. So we made a cube.”
– The Verge’s Ross Miller (from a live recap immediately following Sony’s Playstation 4 announcement)
Miller may have been playing the role of a Sony executive in the above joke, and maybe Sony executives have actually said something like it behind closed doors. Either way, they’d both be right.
We don’t often associate the word “computer” with the word “easy”, as easy as “a cube” makes it sound. Companies like Apple, Google, and even Microsoft now are spending most of their marketing and design budgets trying to remedy this stigma (and sometimes go too far). Meanwhile, boxes that were built to be more straightforward (video game consoles, for example) have been doing the opposite, spending the past decade-and-a-half adding features that first appeared on traditional computers: disc-based drives, the internet, buddy lists, digital markets, social networks, YouTube, etc.
Every other hardware developer may be going in the opposite direction of their competitors, but their compasses will eventually lead them all to the same place.