He would care, sometimes obsessively, about marketing and image and even details of packaging.
"When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product." p. 78 of his biopgraphy.
http://www.amazon.com/Steve-Jobs-Walter-Isaacson/dp/1501127624/ref=sr_1_1?s=books&ie=UTF8&qid=1445475772&sr=1-1&keywords=steve+jobs+biography
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