Its that strange losing grasp of reality that often happens with products. The reason originally why reviewers made a big deal about the weight and size of mobiles is that they were bloody huge, heavy and cumbersome when they were first released so size and weight were real considerations back then. Unfortunately that understanding has been lost and today reviewers are still using criteria that were suitable for phones 5, 10 years ago, not phones today!!!!
So reviewer after reviewer will go on about a phone being the thinnest phone ever "The new phone is 0.005 slimmer than last years slimist ever phone!!!!!" and then moan on about the battery life! If the idiots in marketing didn't keep telling us and the reviewers that thinner is better we could have much better battery life and phones with much better ergonomic designs.
I would also guess (and I admit it is a guess), that Jobs was also very aware of the music industry's corporate power having had a law case against Apple Macintosh by the similarly titled Beatles record label years earlier for infringement of copyright on the name. I believe that Apple Macintosh gave the defence they were not in the music industry, so there could be no 'passing off' as a record label. I also seem to remember reading that Apple had to give some written assurance to that effect.
