Apple's designs, envisioned by Jonathon Ive, Apple's lead designer, have not only changed the look of computing but spilled out into the rest of society, almost single-handedly starting the 'blobject' craze for curvy, organic items.

If Gerard Furbershaw of Lunar Design Inc. were judging a parts competition, he would look for cleverness, craftsmanship — and whether the vendor remained true to the customer's vision.

Sophistication and visual appeal distinguish a product from other ''blobjects'' in its class, said Furbershaw, who heads product design at the Palo Alto, Calif., firm.