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It's a very modern story, almost of an addiction.
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That's because the iPhone's severe design isn't about aesthetics: it's a solution to the very modern problem of how to combine computing, communications and mobility in a single device, says Mark Rolston, chief creative officer at Frog Design, which has worked on projects from Logitech devices to online services for Blockbuster (nyse: BBI - news - people ).
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"It is a new movement, it's a renaissance, it's a rebirth if you like -- perhaps even a throw back to the 70s but obviously with a very, very modern tint, a very modern glaze to it -- and it's exciting, " said Ojo.
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