A meta note, inspired both by Proust and by this book about Proust: after reading a book, when you're making notes, don't refer to the book; just write down the most interesting things that come to mind. This is a better way of digging out what actually struck you about the book; as soon as you have the book to reference, you will start looking up the bits you "should" write about, and end up aiming at comprehensiveness rather than interestingness. Your actual criterion should be whatever interested you. Later, you can fill in quotations & references.
Ive and his team worked with Apple's Korean manufacturers to perfect the process of making the cases, and they even went to a jelly bean factory to study how to make translucent colors look enticing. The cost of each case was more than $60 per unit, three times that of a regular computer case. Other companies would probably have demanded presentations and studies to show whether the translucent case would increase sales enough to justify the extra cost. Jobs asked for no such analysis.
Topping off the design was the handle nestled into the iMac. It was more playful and semiotic than it was functional. This was a desktop computer; not many people were really going to carry it it around. But as Ive later explained:
Back then, people weren't comfortable with technology. If you're scared of something, then you won't touch it. I could see my mum being scared to touch it. So I thought, if there's this handle on it, it makes a relationship possible. It's approachable. It's intuitive. It gives you permission to touch. It gives a sense of deference to you.