Yes, and this is why the Apple Watch in gold was a branding mistake. That’s when Jony Ive started losing it, confusing elitism with high design. He wanted to turn an Apple product in a piece of timeless design for the enlightened few and by doing that he absolutely lost track of what Apple is about. That is what he needed to do and in fact he’s better off creating bizantine logos for King Charles rather than the next environmentally friendly Apple device.