Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki
It's interesting to build products that focus on having people love them rather than building the next new cool widget. This is what apple did with things like the iPod, the iPhone and even things like the iMac or MacBook Pro. It's not just the technology at play here, for some reason they were able to capture the heart and mind of the user. They converted users to supporters.