We have been using the term “Desktop 2.0″ recently; it seems like the next logical step for internet enabled applications.

Think about Apple. Everyone knows they are hitting grand slams in terms of design. But do you ever hear Apple talk about the web? Not much. ‘.mac’ accounts are migrating to front-end software interfaces and ‘.mac’ backend services. No surprise there. That’s arguably where the experience is—and Apple cares more about experience than technology.

We believe the internet will continue to evolve into a pipeline of services. At the moment the enabling technology is WPF, but next year it could be something called “APF” (Apple Presentation Foundation—or ‘diamond’ after ‘quartz’). Who knows? The point is not the technology. 

There is an experience battle out there. How do we create emotional experiences that focus on problems, human problems, not technology?