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The idea that the form of a product should correspond to its essence does not simply mean that products should be designed with their intended use in mind. That a knife needs to be sharp so as to cut things is a non-controversial point accepted by most designers. The notion of essence as invoked by Jobs and Ive is more interesting and significant—more intellectually ambitious—because it is linked to the ideal of purity. No matter how trivial the object, there is nothing trivial about the pursuit of perfection. On closer analysis, the testimonies of both Jobs and Ive suggest that they did see essences existing independently of the designer—a position that is hard for a modern secular mind to accept, because it is, if not religious, then, as I say, startlingly Platonic.— Form and Fortune is an essay about Steve Jobs and Apple's design philosophy by Evgeny Morozov.