There is an Arabic saying that the soul travels at the pace of a camel. While most of our self is led by the strict demands of timetables and diaries, our soul, the seat of the heart, trails nostalgically behind, burdened by the weight of memory. If every love affair adds a certain weight to the camel's load, then we can expect the soul to slow according to the significance of love's burden.
Saudade is a deep emotional state of nostalgic or profound melancholic longing for an absent something or someone that one cares for and/or loves. Moreover, it often carries a repressed knowledge that the object of longing might never be had again.
Choi: I love [this contemporary banana cream pie] because sometimes new presentations create that iconic or nostalgic thing, but then they don't taste like nostalgia. But this one tastes like a banana cream pie.
Puck: So many young chefs today forget that food has to be delicious. If it's not delicious, why do it? If it's just interesting, you go once, that's it – "okay, I get it, but I don't want to go back."
Choi: I hear you chef. That's what I teach my cooks. I say, "You can do anything you want, but if you can't beat a banana cream pie, then the banana cream pie still wins." In most cases they don't. They can't beat the original.
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.