Jobs in particular is said to be responsible for a culture of risk and innovation at Apple, and hence affecting how people treat mobile technology. The iPhone, notes Carnevale, is different not so much for the traditional addition of features, as for its simplicity. "Apple focuses on making things easy. If it’s easy, people will do it more," he comments. The MacBook Air also receives praise, due to its uniquely slim profile and its bright and large display. "I can’t think of another company that would have taken a chance on a product like the MacBook Air," says Carnevale.