As they say, it's the skuomorphism. The original iPhone aimed to replace various existing things - instead of TV, we've got YouTube! Instead of a notepad, we have the notes app! No need to carry around paper maps with charming little pins stuck in anymore! This is equivalent to dressing up nicely as one would for an in-person meeting and plonking oneself down in front of a laptop webcam, according to the author.
In the newer iPhone, and in Bill Gates' setup, it is understood that the framing is the important part, it is not enough to pretend to be in a normal meeting.
As goes with fashion as well. I’m not a practitioner myself (but married one, and am the parent of one) and I have observed that even the ones who take it seriously also treat it wil a sense of humor.
As someone quite into fashion (and worked in the space before), this is a very astute comment!
Fashion trends in the past few years have often progressed increasingly into a level of irony. It's become about what level of craziness/funkiness you can pull off while making it look intentional and attractive.
This includes hairstyles like dying your hair platinum blonde or purple and buzz-cutting it, or wearing loud, maximalist patterns, or even ironically wearing defunct fashion brands or cultural symbols opposite of your everyday life, like the popularity of Bass Pro Shops hats. The comeback of 'dad sneakers' and 'mom jeans,' while even retaining those monikers but in a positive way, are other good examples.
It also demonstrated the almost limitless possibilities of the UI. Smooth scrolling textured windows! Tap a button and they curl over to reveal a new pane! And it comes with a UI that was designed, not thrown together by a coder!
In the newer iPhone, and in Bill Gates' setup, it is understood that the framing is the important part, it is not enough to pretend to be in a normal meeting.
Of course the whole thing is a bit silly