What we understand as "beautiful" is based in cultural traditions. In America, women want to appear tanned, and will use any variety of chemicals to achieve a darker complexion. In the Philippines, they want to appear pale, and will use any manner of chemicals to achieve a lighter complexion. It's not enough to say, "make it beautiful", you have to understand on a fundamental level (and you don't understand something on a fundamental level if you can't articulate it) what that beauty means for your consumers.
Except that they don't, I can't think of a single thing that has truly universal appeal, consider apple's market share when you're making the claim that they do. I even use a fair few of their products and don't find them "beautiful" by any stretch of the imagination, merely kinda sort functional.
