You’d be mad if we’d changed it TOO much; Apple on iPhone 5
In a video already live on Apple’s site, Jonathan Ive explains that people love their iPhones so much that ANY changes have to be truly thought through. Really?
When you’re in love, really in love, change is not something you should believe in…Well, not too much.
This appears to be one of Apple’s rationales for its new, taller, but still really quite the same iPhone 5.
Senior Vice-President of design Jonathan Ive explained:
iPhone is “probably the object you use most in your life.” Yes, more than your shampoo for greasy hair. More than your car, your sofa and your exfoliating cream. More than your bed and your cooker and your mailbox.
“With this unique relationship people have with their iPhone, we take changing it really seriously,” he added.
Some might see this as a touchingly self-serving set-up for a new item that is a little less magical and revolutionary than the impassioned had hoped.
iPhone can’t go as far — in the dreams that Apple has set up for you — as you wish it could.
Love is kept alive by endurance, commitment, mutual knowledge and understanding. Excitement tends to take a lower place, just above movie-watching and just below the once-a-year trip to a Larry Flynt emporium.
You still buy into it, though. Of course you do.
Until a really exciting alternative comes along, of course!