It’s not about “just the rounded corners”

I read this article written by Mr Roger Key and I think he makes some clever assumptions, but there are two things that makes me puzzled:

The use of the words ”passionate” and ”emotional”:

There are questions about whether Jobs was alone in his passionate Google-hate and whether Tim Cook is prepared to carry on the battle in Jobs’s name. Some people think that Cook is less emotional and might seek an accommodation, but so far there’s no evidence of that. It’s likely that Jobs wasn’t the only one who felt the way he did and that some of his team still want the heart of Google’s city burnt to the ground.

I agree that Steve Jobs probably was very engaged in this matter and I would probably also be able to use the words passionate and emotional to describe it, but in this context it’s used like if the opinions about Google was ”just a passionate and emotional thing”, which therefor not should be counted on as a real matter. Real as in ”real business”. I think that’s a misunderstanding about business. Business is not cool and rational, business is about passion, emotions and to get the right feeling. That doesn’t mean you can’t still have knowledge and experience. Quite the opposite actually.

The more you know about a subject, the bigger engagement, the more emotions.

The next thing that makes me puzzled is:

Apple can’t claim to have invented “roundness” or “black.”

No, they can’t and even if that’s what it might look like in the juridical texts, I’m sure it’s about how you combine all this design elements and technical features to create a wholeness. It’s not about ”round corners generally on everything in the world”. It’s about how it’s used on the icons on the iPhone’s screen. Design and layout is about how you combine and it’s even about how you use the empty space in a layout. These things matters when you create a graphic och digital ”personality”.