Adam Richarson in “Why Apple is the New Master of Craft ” mentions
Good craft comes from intimate familiarity and ongoing hands-on manipulation of the material and the forms it can make, not from abstractly visualizing the form as is often done through CAD renderings.
While this is true for Apple as a company, and especially evident in all the Industrial design coming out of their stable (including the commercial failures like infinitely drool worthy Power Mac G4) it is also notable that this principle applies to all things design- not just those involving materials, or hardware, but almost anything.
Calling Apple a master of craft is very very interesting; because the recent Apple product designs are distinctly identifiable with their master designer – Jonathan Ive- who has led the Industrial Design at Apple since 1997 and was preceded by an illustrious linage of at least eight Industrial Designers – Jerry Manock (1977–1984), Bill Dresselhaus (1979–1983), Terry Oyama (1980–1983), Rob Gemmel (1981–1985), Hartmut Esslinger (1982–1989), Richard Jordan (1978–1990), Jim Stewart (1980–1984, 1987–1994), and Robert Brunner (1989–1997).
Now ICSID (International Council of Societies of Industrial Design) defines Design as:
“Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services and their systems in whole life-cycles. Therefore, design is the central factor of innovative humanization of technologies and the crucial factor of cultural and economic exchange.”
Whereas Craft is simply defined as:
Notice the difference in vocabulary and the absence of anything material, object, process, service, systems, technology, or economy in the definition of craft. It is this difference that is even more significant when we herald iPhone 4 or any other product from Apple as an example of design excellence.
“This is one of those moments that reminds us why we do what we do” Steve jobs.
Steve Jobs live Address at WWDC2010
The magic, the drama, the suspense, and the relief nagging feeling again that maverick of Apple has much more up his turtleneck sleevs that makes us yearn for more and more, ever more than ever.