As production becomes increasingly clean and knowledge-based, as our urban economies tip dramatically to service industries, as racism and ethnic animosities ebb, and as the model of mixed use becomes more and more persuasive and visible, cities are in a position to dramatically rethink zoning as a medium for leveraging and usefully complicating difference, rather than simply isolating it.
Raskin, in his essay on variety, suggested that the greatest flaw in city zoning is that it permits monotony. I think this is correct. Perhaps the next greatest flaw is that it ignores scale of use, where this is an important consideration, or confuses it with kind of use.
Work uses suggest another bugaboo: reeking smokestacks and flying ash. Of course reeking smokestacks and flying ash are harmful, but it does not follow that intensive city manufacturing (most of which produces no such nasty by-products) or other work uses must be segregated from dwellings. Indeed, the notion that reek or fumes are to be combated by zoning and land-sorting classifications at all is ridiculous. The air doesn’t know about zoning boundaries. Regulations specifically aimed at the smoke or the reek itself are to the point.
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.