You may not put stock in physical design — in beauty — but a care for the way these products are designed and built has repercussions beyond just the look and feel of a device. Apple has had to rework and rethink the guts of its products to match ambitious designs, driving down part sizes, creating new manufacturing methods and dreaming up all kinds of new ways to do old things.

I think it’s time for the industry to wake up to design. To wake up to beauty in form and function.