And I’m not talking about the software—there, they still pay the same meticulous attention to every detail and interaction. I’m talking about the hardware.

A few weeks ago, I bought a pair of AirPods and—don’t get me wrong—they work perfectly within the ecosystem, and the sound quality is better than I can even perceive. The problem is that every time I pick up the case or put them on, they feel like they disappear. It’s as if they’re a product that doesn’t want to be noticed, that doesn’t want to be there.

In their pursuit of creating a perfectly polished product, stripping away every accessory element, they have also removed any trace of personality. It’s a product without a soul—empty, nothing.

I felt the same way when I saw the latest Mac mini. It’s an incredible product from an engineering standpoint, and that’s it. Just a tiny aluminum cube that disappears on your desk once you plug it in. Boring, soulless.