If you have been reading Wall Street Journal’s technology columnist Walt Mossberg, you’ll know that he heaps praises on Apple quite a bit. As a former Mac addict, I can see where he comes from. But this week’s Personal Technology piece (April 28, 2005) takes it to a point where I could see the folks in Cupertino in hog heaven.

Mossberg basically calls Microsoft an also-ran in the OS department.

"Overall, Tiger is the best and most advanced personal computer operating system on the market, despite a few drawbacks. It leaves Windows XP in the dust."

The article is all about the advaced Search function, called ‘Spotlight‘. One must envy Mac users who inherited a fabulous operating system. And that’s just under the hood. Macs (and of course iPods) are now the most desirable devices on the planet, with icon and cult status.

It goes to prove that good branding is not just the outer skin of marketing, but something that works from the inside out. To be able to get serious journalists to practically write your body copy takes more than a cool interface.