The Magic of the Turn

MG Siegler, writing for TechCrunch, on Apple’s relentless pursuit of perfection:

While it lacks the pomp and circumstance of a Prestige on stage at some big event, this interaction is much more intimate, and as such, much more powerful. You may not perceive it directly, but the care and craft of The Turn percolates through your hands and eyes. Within minutes or even seconds, you just know this is something different. Something far beyond what others are doing with their false magic. You want this. You need this.

For a device that is used daily, the magic is in the interaction. The quality of materials, the craftsmanship, the attention to detail - these things matter.