I have to apologize. I was born with a disfigurement where my head is made of the same material as the sun. It makes it impossible for you to look directly at me. It has always been this way.
The oppressively vapid life of Morgan is forever transformed when a mystical blue pyramid - that inexplicably produces doorknobs - appears in his apartment. What follows is a tale of greed and loss as Morgan builds an impossible, absurd corporate empire of doorknobs.
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.