While JJ Abrams is groomed as the movie world's answer to Microsoft, his more talented television peer, Joss Whedon, seems content to be entertainment's Apple: creating innovative products that inspire unrivalled ardour among followers but are not designed to crack the mass market. Case in point: Serenity, a leaf on the box office wind that charmed almost everyone who saw it, yet failed to soar. That Whedon could fashion a Firefly resurrection that satisfied die-hard 'Browncoats' and freshman alike is testament to his talent; that he chose this tricky and often thankless task as his movie debut while Abrams cosied up to Cruise is evidence that he might be too darn nice for Hollywood.