Both metaphorically and in reality, the translucency connected the inner engineering of the computer to the outer design.
Jobs had always insisted that the rows of chips on the circuit boards look neat,
even though they would never be seen. Now they would be seen.
The casing would make visible the care that had gone into making all components of the computer and fitting them together
The playful design would convey simplicity while also revealing the depths that true simplicity entails.
Even the simplicity of the plastic shell itself involved great complexity.
Ive and his team worked with Apple's Korean manufacturers to perfect the process of making the cases,
and they even went to a jelly bean factory to study how to make translucent colors look enticing.
The cost of each case was more than $60 per unit, three times that of a regular computer case.
Other companies would probably have demanded presentations
and studies to show whether the translucent case would increase sales enough to justify the extra cost.