I'm not really bothered by the Samsung coverage on AI. In the smartphone-verse, Apple and Samsung are the major rivals, so stories about Samsung's latest salvo in the smartphone wars are appropriate on this site.
That Samsung's "design chief" goes on the defensive right out of the gate does not make the GS4 any prettier. He says "The design process doesn't start with a material [...] The design process starts with a story." He should have switched those two statements around—would have made a much bolder statement: "Our design process starts with a story. Then we investigate what materials will work best..." or something like that.
As for the "...how do you create a soul for a device." question—Dude, that's an appropriate mission statement to bat around in your design department meetings, but don't bring it up in interviews. Sounds like tacky, new-age, mystical schmaltz. We get what you mean, but, just.. don't.
And he uses "may" an awful lot—and in scenarios that probably or definitely will happen (e.g. technology will evolve), which makes him sound unsure of himself and the future of the product/company:
"...advances in connectivity may see users interacting with their devices in different ways" —definitely
"...both materials and form factors may continue to evolve." —definitely, especially if the above comes true... materials and form factors will continue to evolve regardless.
"...we may find we're taking these devices out of our pockets less and less" —probably
"...you may see different form factors arising from that." —probably/definitely
Seriously, it would be like Sir Jony Ive saying, "Well, if all goes well, we're hoping that our new iPhone 6 will be thinner and lighter than the iPhone 5, but, who knows? Y'know? And gosh, I hope it sells!"