Recall that great line from Umberto Eco’s novel The Name of the Rose
How beautiful the world would be if there were a procedure for moving through labyrinths.
Only, here, it’s some lonely postal worker—or a geography Ph.D. driven mad by student debt—out mapping the frayed edges of the world, wearily noting every new dead-end and cul-de-sac in a gridded notebook, diagramming loops, sketching labyrinths and mazes, driving empty streets all day on a quest for something undefinable, some answer to why the world’s patterns have gone so wrong. A self-diverging world, where things only almost meet.
In a future where a failed climate-change experiment has killed all life except for the lucky few who boarded the Snowpiercer, a train that travels around the globe, a new class system emerges.
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.