To an extent, making `fancy looking PCs' was Apple's initial strategy upon the return of Jobs, to try to obscure the creaky old OS 8 / OS 9 which they were stuck with until the very time-consuming task of turning the Next OS into a version of OS X ready for the big time was complete. Quickly make a bold, attention-grabbing statement with the iMac casing, and milk that as long as possible until the real big attraction (OS X) is ready.