While I had my lunch in the lovely café space of the University of Utah's Marriott Library, I watched a little of the film Objectified on my iPhone. (Living it up on the small screen!) I love this movie because it's all about industrial design, a topic that I hold near and dear to my heart. Anyhow, in one part of the film, legendary designer Dieter Rams claims that there is only one company that truly cares about design. The answer? .......... Well, it's Apple, of course. (Geez, did I really need to tell you that?) Anyhow, watch the film and you'll see why he says that. And it's something that I've long believed. You and me, Dieter, you and me.