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Jonathan Ive the man often credited with Apple's success in design has told The New Yorker newspaper that he and Steve Jobs shared what he calls a "lack of social smoothness".

As a result they put digital distractions in the lifts at Apple's offices so staff didn't have to talk to each other. It's something that is increasingly popular.

Jason Whale, sales manager at Elevators ltd, spoke about some examples of specialist lifts including one that is particularly scary and not particularly successful in sales terms.

鈥淭here is a popular advert on the internet at the moment; where the person walks into the lift, they glance down at the floor, it seems perfectly normal, and as the lift moves away, suddenly the floor appears to completely fall away from underneath them; that is a relatively scary experience for them,鈥� said Mr Whale.

He also said that the playing of music or 鈥榤usac鈥� has gone 鈥渇rom being common in every lift to almost non-existent now鈥�.