Apple has a living, beating heart; That heart is Steve Jobs.
He is a megalomaniac, an obsessive driven by the desire to shape the world in his image. He is an artist whose canvas is metal and whose paint is code. Apple is simply a machine that turns Jobs' vision into reality. On Infinite Loop, his word is absolute.
You may love or hate that vision, but just you try and ignore it. Apple inspire many emotions, but very rarely indifference. That is the essential genius of Apple - of all computer companies, they and they alone seek not just to appeal to the intellect, but also to the emotions. No other computer company announces new products to rapturous applause. No other company attracts such vitriol, against not only themselves but their customers. No other company elicits gasps of delight and desire at their packaging.
Apple have done many things to frustrate me and anger me. They have made many decisions that I strongly disagree with. They have also made me cry with joy, on several occasions. To me, "Branding" seems far too mild a word.
He is a megalomaniac, an obsessive driven by the desire to shape the world in his image. He is an artist whose canvas is metal and whose paint is code. Apple is simply a machine that turns Jobs' vision into reality. On Infinite Loop, his word is absolute.
You may love or hate that vision, but just you try and ignore it. Apple inspire many emotions, but very rarely indifference. That is the essential genius of Apple - of all computer companies, they and they alone seek not just to appeal to the intellect, but also to the emotions. No other computer company announces new products to rapturous applause. No other company attracts such vitriol, against not only themselves but their customers. No other company elicits gasps of delight and desire at their packaging.
Apple have done many things to frustrate me and anger me. They have made many decisions that I strongly disagree with. They have also made me cry with joy, on several occasions. To me, "Branding" seems far too mild a word.
http://www.youtube.com/watch?v=ndkIP7ec3O8 http://www.youtube.com/watch?v=G0FtgZNOD44