iPhone 5 in my hand, this talk of micron-pre­ci­sion, fine watch crafts­man­ship, and the com­pu­ter­ized selec­tion of best-match inlays sounds not the least bit bull­shitty or blustery. It simply sounds like an explan­a­tion of the level of obses­sion that it takes to cre­ate a mass-pro­duced device that feels this, well, nice.

Of course it’s a dis­ap­point­ment the iPhone 5. Sure sounds like one.