This is the sort of design Apple could execute before it became so successful it started believing its own bullshit. It&#x27;s a design that embodies the joy the designer had designing it. It&#x27;s not relying on marketing collateral convincing we rubes that it is magical. It&#x27;s not relying on holding all our photos hostage or our faith in the sunk cost fallacy when it comes to all those apps.<p>It is a product that directly competes on design and aesthetics. Not corporate strategy.