When you watch Jony Ive enthuse about the chamfers and the microns in the official Apple video that was shown at the launch event on Wednesday (see above), you are hearing the implicit backstory of not just how the device feels in your hand but how it makes you feel about yourself.
LONDON, England (CNN) -- You can guess how Joel Bakan feels about modern companies from the title of his book: "The Corporation: The pathological pursuit of profit and power".