Word: designations
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Dates: during 1990-1999
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...Increase the size of standard deductions and child tax credits, and watch revenues shrink. Reduce the number of tax brackets while eliminating loopholes, and the lowest-income families may not be any better off. "It's a lot easier to talk about in general terms than it is to design policies that meet those objectives," says Robert Reischauer, former head of the nonpartisan Congressional Budget Office...
...wrote the iBook? The project employed hundreds but had three primary authors: Jonathan Ive, the brilliant, soft-spoken V.P. of industrial design; senior V.P. of hardware engineering Jon Rubinstein; and, of course, Jobs himself, official purveyor of the vision thing, who delivered his basic concept in one pithy sentence: "The iBook is something you'd throw in your backpack...
From that single idea--a machine for the backpack, not the briefcase--a thousand developmental insights were launched. In this second Jobs era, says Ive, Apple products are designed "holistically," each aspect of development altering every other as the project evolves, the design group producing first sketches, then computer work-ups and finally physical prototypes in a perpetual rondelet with the software guys, Rubinstein's hardware jocks and Jobs, who was a continual presence during the iBook's 18-month gestation...
Take, for instance, these three givens: the iBook is wireless, it needs a full-size keyboard, and it must make sense for schools. From here the design implications topple like dominos. Both the wireless idea and the education focus demand long battery life, because what's the point of lugging a wireless into class if the machine is always asking to be plugged in? But being able to run for six hours (the length of a school day) demanded a large battery, which the full keyboard forced down to the machine's bottom lip. The design guys, meanwhile, had decided...
Bottom line: Dreamcast is a serious contender in the new console wars. It does have design flaws. The controller isn't as comfortable as Sony's or Nintendo's, for one. The connecting wire comes out player-side rather than console-side, which can be irksome if you do happen to have a couch and want to sit on it while playing. But Sega's machine passes the all-important test: it's a blast to play with your buddies. Just ask my girlfriend, who spent hours testing the Dreamcast version of Mortal Kombat with me--and dished...