Under Jobs, Apple became famous for a level of craft that seemed almost gratuitous: For example, on the Sunflower Macintosh, there was an exquisitely fine, laser-etched Apple logo. As an owner, you might see that logo only once a year, when moving the computer. But it mattered, because that single time made an impression.
Designing often necessitates considering the aesthetic, functional, economic and sociopolitical dimensions of both the design object and design process. It may involve considerable research, thought, modeling, interactive adjustment, and re-design.