The tech press, maintream media and seemingly anyone that has ever owned an Apple product is pouring forth with commentary and praise following the passing of ex-CEO Steve Jobs.
On these occasions it is probably best left to people that actually knew or worked with him to put forward the best profiles of a person described in various quarters today as "visionary", "game-changer" and "a pioneer".
But, fittingly, it is Jobs himself that probably produced the best obituary anyone will read or see in the days ahead - a recording of his commencement speech to Stanford University in 2005 (it is well worth the 14-minute viewing time).
This article, however, isn't about Jobs - it's about what Apple has managed to do (albeit under Jobs's stewardship) to the travel industry, a timely reminder that it is companies from outside the sector (such as Google) that often appear to have the most impact and drive forward the "innovation" which inevitably affects how existing companies operate and evolve.
Apple doesn't have a travel division per se. It doesn't sell product on a supplier's behalf. It isn't even in search (although the otherwise underwhelming iPhone 4S announcement this week showed moves into that area with the integration of its 2010 acquisition of voice search tech provider Siri).
What Apple has given consumers is a new means to experience travel - not the actual going away bit, but how they research products, interact with brands, use devices in-resort.
Non-voice communication on mobiles was restricted to SMS and the dreaded WAP before the Apple iPhone came along and made the web an infinitely easier thing to use on a handset.
Others were starting to do this on mobile devices, of course, but the power of Apple's marketing (a unique skill in its own right, alongside the technology and design), triggered for many the rush to embrace the "always connected" aspect of everyday communications.
As this evolution kicked in, travel brands the world over realised that they had to do at least one of two things: make their websites mobile-friendly or develop an application for existing and enhanced services.
The "launch of an iPhone app" has become a regular strategic move by a travel brand in recent years, demonstrating the power that Apple has wielded over a sector it has no official relationship with.
That is a powerful position for Apple to have found itself in. To adapt a well-known phrase: when Apple sneezes, everyone catches a cold.
The iPad tablet is another example of a product nobody REALLY thought they needed until it came along and the marketing and support of the tech media kicked in.
Now an iPad application, or iPad-configured website, is yet another strategic decision travel brands are being forced (yes, forced) to make.
Many now consider the iPad a far more superior device to the iPhone when it comes to portraying what travel is all about from a discovery and research perspective.
"Annoyingly, the online travel experience was made for the iPad," was one phrase uttered jokingly by a frustrated exec earlier this year when asked what his company's strategy would be around new devices, knowing that his development team would have to do more research, spend more money, create more products as it looked to maintain its position in every conceivable consumer channel.
Apple isn't alone in all this - other brands such as Amazon are going head-to-head with Apple on tablets or have developed mobile operating systems (such as Android), on some occasions better than the original Apple products.
But, once again, it is the power of Apple as a brand that drives so much of the development in the wider technology sector, and drives changes in the consumer marketplace by triggering a need by people to simply try out something new.
Now, perhaps most interestingly, we haven't even got to iTravel yet.
Yes, Apple is a peripheral player when it comes to product and pure-play travel functionality. But this is almost likely to change.
For the best part of 18 months, Apple has been busily filing technology patents in the US for essentially what is a series of tools for handheld devices, known as iTravel.
These range from search and booking and location information tools, to hotel and airport concierges and cruise trip services.
They have yet to see the light of day on iPhones or iPads, but the motivation for positioning itself further into the travel planning process and experience is clear to see.
Native, Apple travel tools and functionality, right at the heart of a device, alongside the calendar, calculator, mail and other core functions.
Powerful stuff, again.
For many of these tools, Apple will need partners in the travel industry. As an "outsider", Apple - in the same way that Google had to splash out $700 million to buy a travel tech company - will require massively important partnerships to make such tools work, whether its product feeds, fulfilment services, content, etc.
Apple will remain on the outside of the industry, but its impact will be felt in many ways in the future, whether its through new devices or steaming ahead with services such as iTravel.
Many believe (as the thousands of RIP messages on social media and coverage elsewhere indicates) they have a lot to thank Steve Jobs for when it comes to his legacy at Apple.
Execs in the travel industry may have on occasion cursed Jobs and Apple for steering their strategy in unexpected or unwanted directions - but it is people that ensure the industry ticks over every day, and they as travel consumers that are motivated and inspired by technological evolution.