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Apparently I wasn't the only person bothered by the online ad for Apple's new i Mac that read: "The new i Mac. Or too powerful." After some scolding by the Alliance for Eating Disorders Awareness, who asked Apple to rethink the campaign, Apple has taken down the ads, which now just read "The all new, all-in-one i Mac." Prior to the edit, the Alliance sent out a strongly worded press release noting that one can be too thin: "What kind of message is Apple sending our youth with an ad campaign of this nature? According to the American Psychological Association, in the United States alone 7 -10 million individuals are struggling with eating disorders.

Of that 10 to 20 percent of them will not survive their struggle.

He speaks slowly and softly in an Essex accent totally unaffected by living in America for more than two decades.

“I can’t even bring myself to say math, instead of maths, so I say mathematics. Ive is in a good mood today — and not just because he’s celebrating his 47th birthday.

But last month, he invited me to Cupertino in Silicon Valley where Apple is based, for his first in-depth interview since he became head of design almost 20 years ago. But just after 10AM, an Apple tech-head appeared in an all-white meeting room on the first floor of building 4 of the firm’s antiseptic headquarters with strict instructions to find an Earl Grey tea bag. Thanks for coming,” grins Ive, as he rolls in, picking up his brew.

Ive is the most unremarkable remarkable person you could meet.

You might also remember how characters throughout pop culture from “You’ve Got Mail” to “Sex and the City” used AIM to help navigate their relationships.

You might think you’d recognize him if you passed him on the street, but you wouldn’t.

He’s not particularly tall, is well built and bald(ish), has two-day-old stubble and dresses like dads do on weekends — navy polo shirt, canvas trousers, desert boots.

Ive spent his childhood taking apart the family’s worldly goods and trying to put them back together again.

“Complete intrigue with the physical world starts by destroying it,” he says.

What do you think, did Apple make the right choice?

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