Rob Walker of the New York Times Magazine has written an extensive article on the iPod. The six-page report covers every aspect of Apple’s digital music player, and includes several quotes from Steve Jobs, Apple’s CEO, and Jonathan Ive, Apple’s vice president of industrial design. One amusing part of the article is when Walker asks Jobs if he thinks consciously about innovation. “No,” Jobs replied. “We consciously think about making great products. We don’t think, ‘Let’s be innovative! Let’s take a class! Here are the five rules of innovation, let’s put them up all over the company!'” Walker said there are people who do just that. “Of course they do,” Jobs countered. “And it’s like somebody who’s not cool trying to be cool. It’s painful to watch. It’s like watching Michael Dell try to dance,” Jobs said. “Painful.”