’The problem with the first Newton was that it didn’t relate to people’s everyday lives,’ Jony said ‘It didn’t offer a metaphor that user could grasp.’ He set about fixing that.

To most people a lid is just a lid, but Jony gave it special attention. ‘It’s the first thing you see and the first thing you interact with,’Jony said. ‘Before you can turn the product on, you must first open the lid. I wanted that moment to be special.’

To enhance that moment, Jony designed a clever, spring-loaded latch mechanism;……..