I am a huge fan of Jonathan Ive's work and that of his team at Apple. However I have trouble buying Apple products as they've treated my custom so badly in the past. Whining aside, I want to know why in this age of Sustainability, Apple – a design leader, is so slow in adopting modular design. How many i-devices will litter landfill before they cop on? Why can't I buy an iPhone GvX (or whatever) and upgrade it to a GvX+1 by removing just part of its internal technology and replacing it with a snap in modular upgrade? I think I might know why. Greed. If they perpetuate our consumerist addiction for shiny new devices their stock is assured to grow and with it our materialism. So in essence, it's not Apple that needs to change – it's us. Like any well focused customer driven for profit organization they'll follow what we want. So, it only remains for ordinary people like you and I to speak up.