As you watch Ive walk off, politely thanking people, you recall that he closed up his private presentation by asking you to listen closely to a watchband as it is pulled off and then reconnected. “You just press this button and it slides off, and that is just gorgeous,” he was saying. He encouraged you to pause. “But listen as it closes,” he said. “It makes this fantastic k-chit.” He was nearly whispering. And when he said the word fantastic, he said it softly and slowly—“fan-tas-tic!”—as if he never wanted it to end. This is perhaps Ive’s greatest achievement: not that we can get our email more readily, but that we can stop to notice a small, quiet connection.
The attention to detail from Apple and lack of in Samsung’s recent news shows, is what sets Apple apart and with Ive leading the creative side, the quality and detail will continue to be a success for a company where consumers follow the brand because they want the quality – it’s that simple.