When I joined Apple, most computers on the market looked and felt purely functional — appliances not unlike a washing machine. We aimed to take a radically different approach, designing Apple products as coveted objects that sparkled with craftsmanship. This meant scrutinizing details like materials, finishes, packaging, even retail environments.

Every touchpoint for customers needed reimagining through a luxury lens. Of course, this presented challenges unfamiliar to engineering-driven companies. Sweating subtle design flourishes added costs and complexity. Partners required convincing that luxury details mattered. Even some colleagues questioned investing in details only the discerning would appreciate.

However, we maintained the vision that elevating hardware beyond utilitarian plastic to objects of desire was fundamental to the Apple brand. Our perseverance established Apple as a pioneer in experiential luxury design, setting new bars for technology as an owned statement piece rather than a spec-driven commodity. We faced skeptics but maintained the mandate: craft computing as fashion. This obsessive focus on sensory delight beyond strict function transformed Apple into a lifestyle brand that others aspired to emulate.