The Independent has published an interview with Brit designer Jonathan Ive, the man responsible for the design of both the current and original iMac.
Repeating Apple's maxim that the new iMac follows a design ethic that lets each constituent part be "true to itself", Ive reveals that the product is meant to evoke a sunflower. The design evolved during a brainstorming session between Ive and Apple CEO Steve Jobs in the latter's wife's vegetable garden.
The piece, called "The shape of things to come", reveals that Ive remains a little overwhelmed by the publicity surrounding the new iMac, following two years of top secret work on the project.
Ive says: "It's funny, it having been so, so secret. Now it's everywhere, and there are huge posters. I can't get used to it."
Reflecting on the precision-engineered silver neck of the new iMac, Ive reveals: "I've never seen an anglepoise lamp that stays were you want it." He also says Apple has run strict tests on the sturdiness of the neck, in the company's attempt to ensure it delivers a quality product that is built to last.
"There isn't a single thing on a Mac that hasn't had thought put into it," claims Ive, who condemns other manufacturers for their focus on shifting units, rather than developing design in their products. He claims: "It's very easy to be different, but very difficult to be better."