[Zafira]

I’m actually curious how they were able to exactly filter some of their less promising impulses.

Ive famously wanted the Apple Watch to be a standalone luxury product.

> Jony Ive envisioned the future of the Apple Watch as a luxury product. Not only did he want to build a $25 million lavish white tent to promote the first Watch, but he “regarded a rave from Vogue as more important than any tech reviewer’s opinion.” According to Mickle, “the tent was critical to making the event as glamorous as a high-end fashion show.”

Meanwhile Jobs always seemed to have an obsession with cubes (NeXTcube, Power Mac G4 Cube), no fans and nobody touching his products (the original iPhone “SDK” announcement was a badly received joke).