I could see a future Star Trek
series that revamps the technology to be more in line with modern expectations about the future. A more sentient ship that can make independent decisions (the USS Moya)? Uniforms that look like silk pajamas but can deflect energy weapons? Personal shield generators and heads-up displays for away teams?
If the tech is a continuity break with the past, that can be explained away by saying we're in the Abrams U. I guess keeping Nokia around made all the difference.
As for aesthetics, Apple Store works for me. Maybe they're getting a product placement fee from Apple. Just not grubby, that's all. But they should cool it with actual Nokia-style branding product placement. That's a jarring tone break. I want the anti-capitalist no-religion-too Federation!