It’s true, there’s not necessarily a business case to do this, but that is not the only thing Apple will be judged on in the decades to come. And that’s what I’m talking about here: how will future generations look back at Apple, and by extension its customers? Did we all live our lives by more than just the bottom line? Or were the late twentieth and early twenty-first century the decades in which we irrevocably decided that everything should be disposable (or even recyclable) after just two or three years?

‘The problem is that this is exactly what the competition are doing — they are competing with the iPad rather than solving a problem that hasn’t been solved yet. They’re always one step behind because they’re simply trying to re-create the solution that Apple has created for their vision of a touch tablet device.’

An interview with Apple's brilliant product designer, who possesses a "fanatical care beyond the obvious stuff."