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The true test of an enduring product is its ability to evolve to appeal to consumers' changing aspirations.

Take the car: multiple levers and pedals were simplified to the standardised gear lever and three pedals we are all familiar with. No one understands this better than Apple, which has constantly refined its products so that ease of use has become their hallmark, alongside 'must-have' appeal. Its iPod is testament to this.

Having achieved the ultimate marketer's dream, Apple continues to lead the digital music and video revolution with the iPod touch. Based on its iPhone, this device has the same multi-touch screen technology but without the mobile phone function. What's more, built-in wi-fi means you can download music and videos and browse websites without plugging it into your computer.

Lightweight and just 8mm thick, it has a 3.5in colour widescreen and an ambient light sensor, plus a battery life of up to 22 hours of audio and five hours of video playback.

Apple chief executive Steve Jobs' description of it as 'one of the seven wonders of the world' is a bit of an exaggeration, but due in shops at the end of this month with prices from £199 for the 8GB model, my money's on this being a Christmas bestseller.

Design: Jonathan Ive.

Neil Francis, Creative Partner
Stephens Francis Whitson