Inside (sort of) Apple's Industrial Design Machine

From Technology Review
Designers tend to speak about the "genetic code" of products and companies. Pontiacs and BMWs, for example, can be recognized but also distinguished from each other by their split grilles. In some products, such distinctive characteristics serve mainly to aid brand recognition. But in complex objects such as computers, they can also signal operational familiarity: a customer who knows how to use product A will be able to use product B.

To whatever degree Apple can be said to make products with a distinctive genetic code, they can also be said to have inherited most of their traits from a single parent: founder Steve Jobs.

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