Intro

Technology is a science. It’s semiconductors and code and batteries.

But Steve Jobs talked about how the iPad was playful and begged you to pick it up as much as he’d talk about its processor. The iPhone is a technological marvel, but Jobs spent a lot of time talking about how it felt in your hand, and the experience of opening the box.

Job’s insight, and the most important factor in Apple’s success, was realizing that technology isn’t merely a science. It’s just as much an art.

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