Bridges as walls The biographer of Robert Moses, Robert A. Caro, refers to the bridges and underpasses of the famed New York State parkways. These bridges and underpasses are quite low, intentionally specified by Moses to allow only private cars to pass. All those who traveled by bus because they were poor or black or both were barred from the use and enjoyment of the parkland and its "public amenities" by the technical design of the bridges. Even at the time of Robert Moses, a political statement of the form "We don't want them blacks in our parks" would have been unacceptable in New York State. But a technological expression of the same prejudice appeared to be all right. Of course, to the public the intent of the design became evident only after it was executed, and then the bridges were there. Ursula M. Franklin, The Real World of Technology politicsclassracediscriminationurbanism
The iMac 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. Walter Isaacson, Steve Jobs Customers don't know what they want