Revolution on a Keyboard

IBM’s place in history is secure, as one of the 20th century’s largest drivers of technology and purveyors of the most advanced products in electronics and computing. But their consumer products, even acclaimed seminal ones such as the Selectric typewriter or the IBM PC, never achieved the cult status accorded to the Olivetti Lettera 22 typewriter, or the Apple iMac G3. How did these objects, from much smaller competitors, create their cults?