Edible Apple

Apple’s video detailing the design process behind the iPhone 4 is a must watch.

Some notable quotes:

Greg Joswiak: For 2010, the iPhone 4 is the biggest leap forward since the original iPhone.

Bob Mansfield: Another thing that adds to the sharpness and clarity is Optical Lamination, that’s a very precise technical process that laminates the cover glass to the display, which eliminates light refraction.

Johnny Ive: We developed an entire new grade of stainless steel, that after machining, is incredibly strong, but also remarkably precise. The steel frame functions as the antenna, but also the primary structure, giving us more internal volume. We also developed a custom glass that is comparable in strength to sapphire crystal but about 30 times harder than plastic.

And speaking of glass, Apple does a good job of hyping it up on its website:

All the breakthrough technology in iPhone 4 is situated between two glossy panels of aluminosilicate glass — the same type of glass used in the windshields of helicopters and high-speed trains. Chemically strengthened to be 20 times stiffer and 30 times harder than plastic, the glass is ultradurable and more scratch resistant than ever. It’s also recyclable.

Well, I was on the fence until I read that it was recyclable. Now I’m all in.