Word: applees
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It was a gutsy play, and it came from the gut: unlike almost any other high-tech company, Apple refuses to run its decisions by focus groups. But Jobs is a hardened gambler, and he doesn't scare easily. This is the guy who coolly poured millions of his own...
And that's just the obvious stuff. The click wheel on the front had to be reinvented to fit the Nano's ridiculously slim 6.9-mm profile. Ditto the battery and chips. "We use every fraction of a millimeter of space to get things in there," says Apple senior vice...
The result is something that looks less like a music player than like the remote control for a music player. The Nano is thinner than a pencil and lighter than two bucks in quarters. It's one-fifth the size of the original iPod that Apple introduced four years ago...
For a device ostensibly created to be listened to, it is suspiciously good-looking. It's so teensy and glossy and perfect, you want to put it in your mouth like a hard candy. For that, blame Jonathan Ive, 38, the affable Brit who heads Apple's industrial-design department...
Ive fondles a tiny Nano affectionately, pointing out all the things that nobody will ever notice but that he sacrificed months of his life for--things like the laser etching of the logo on the back or the surface's being slightly rougher on the click wheel than on the...