You Have to Feel It

This is one of the things that I’ve tried really hard to impress upon engineers new and old while working on various projects, and IMO it applies to just about every layer of the stack; ultimately everything flows up into the UX.

This vibe was pervasive at Apple and could be taken more or less for granted, but elsewhere it’s all over the place.

And, like, sure, there are projects and industries where this doesn’t matter. But giving a shit and feeling it can be a major differentiator.

The vibe WAS pervasive at Apple during Steve's time. He understood the importance of asking "what is this?"[0].

The current vibe at Apple is "we want you to be an obedient worker".

[0] https://systems-souls-society.com/what-is-this-the-case-for-...