Might Apple be accused of iPhonyness too? 'Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service,' remarked Jobs, cited by Fry. But the thing about soul is that it endures. Soulful music is timeless. Plato wondered whether the soul might be immortal. Will the iPhone last?
But may it not be that it is soul that confers style, that soul is what gives matter whatever style it has?