Apple's CEO Steve Jobs believes gadgets such as the iPhone have a soul.
That's according to gadget news site ElectricPig.co.uk, who this week sat down for a chat with Frog Design CMO, Tim Lebrecht covering all things design related.
Lebrecht repeated a story told to him by Frog Design founder Hartmut Esslinger about Steve Jobs. Esslinger created the Snow White design language used by Apple from 1984 to 1990.
Jobs reportedly told the designer that the internal design of the products should be beautiful because a consumer can "feel its soul when they hold it in their hands."
In recent years, Apple has certainly built a following amongst designers and consumers, creating stunningly attractive products such as the iPhone and new MacBook Air, but do gadgets really have a soul?