Enormously fun. That's British for "I'm just so excited and I love doing this to death."
And when you don't have to read a 100-page manual to grasp how that object works, then it's not a mere one-night stand. It's a relationship.
You know the best relationships are the ones that just work. Ive, working in cafes with Steve Jobs, proved that desire and functional compatibility could be achieved.
"The computer absolutely can be sexy," Ive purred in the video. "Yeah, it can."
Ive proved this with a succession of products -- iPod and iPhone, are just two examples -- that owned sexiness while actually working.
You could put either of these devices in a room or on a bar and they attracted stares. They spoke for you and they did things for you that you never thought a small gadget could.
Even before these, seeing an iMac in an office said something about the management of that office and about the people who worked there.
The first time someone put one on my desk, I stared at it for quite a while before actually poking it.
This was a triumph beyond measure, now a little diluted only because we've become blasé about gadgets.
It's easy, of course, to conclude that, after Jobs's death, Ive lost a little of his enthusiasm. Perhaps the design of Apple's Spaceship headquarters was his last homage to a man whose emotional imprint on technology was unrivaled.
Now rumors emerge that Ive only came to Apple a couple of days a week.
When ugly turns to normal, perhaps it's time to leave the stage and do your own thing.
Of course, Apple's most painful recent debacle is the MacBook keyboard, a monument to incompetence. Some, though, say it's also a monument to Ive's obsession with making everything thinner and lighter.
Because that's what Apple has become. A big operation where taking the time to make things thinner and more beautiful has slowly receded in favor of the greater demands of, well, what? Power? Or perhaps software.
As more of Apple's profits come from services, how much longer will hardware hold primacy? Does it even hold primacy now?
These days, people want the software to just work, while the hardware makes compromises to let that happen.
That isn't Ive's world. He still likes making things. Real, concrete things that makes people say: "I really want that."
Apple products you should and shouldn't buy: June 2019 edition