Jony Ive, in a 2025 fireside chat at Stripe:
I think the spiritual thing is that I believe that when somebody unwrapped that box, and took out that cable and they thought somebody gave a shit about me. I think that’s a spiritual thing.
What used to depress me was this sense that solving a functional imperative then we’re done. But of course, that’s not enough. That’s not the characteristic of an evolved society.
Sir Jony argues even the packaging should reflect consideration. I’ve always thought the tight physical tolerance of Apple’s packaging was fantastic (and subsequently industry-changing, now ubiquitous). If only software would follow suit. I would say it is, on the whole, getting worse (Apple included).