In the video above, Apple’s senior vice president of industrial design Jonathan Ive offers a rare glimpse into his design process. He discusses the latest line of aluminum products; the iMac, the MacBook family, the iPhone and the iPod Nano each make appearances.

Watching the clip, you’ll understand why Apple seems obsessed with looks. Ive talks about gadget design like an artist would speak about his paintings. He’s one heck of a passionate guy.

via (Wired.com)

I love watching Apple come out with new merchandise and suddenly everyone feels like their stuff is inadequate. Apple: WIN. You: FAIL.

I’m sold, aren’t you?

I really want one of these to put on my macbook.
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I really want one of these to put on my macbook.