I would compare iPhone and Audi, not BMW. Both have exquisite design and attention to detail... but in both cases, &quot;something&quot; is lacking.<p>The difference between Audi and BMW is in the feel of driving (for BMW-heads at least ;) ). I feel the same with iPhone - it received immense attention by it&#x27;s creators (just like Audi), but still, there is something missing. It has no &quot;soul&quot;.