You know we all can look at the same object, but we will all perceive it in a very unique way. It means something different to each of us. Part of the job of a designer is to try to understand what happens between physically seeing something and interpreting it.
Ive is still on the cutting edge with his ideas of industrial design, even a century in to mass production.
If the 21st century is to be the age of information can we apply the same logic to the crafting of ideas?