Apple’s Signature

Darby Lines, on Apple’s new “This Is Our Signature” campaign:

In my opinion this has been, from the return of Steve Jobs at least, the singular goal of Apple. Not to make all the moneys, not to dominate markets, not to impress bloggers but simply to make products that enhance our lives.

Apple spent nine months in complete silence — from the release of the iPad Mini through last week. The only thing they announced in that interim was the ouster of Scott Forstall and corresponding reshuffling of executive responsibility. No new products, no new designs. And the business and tech media lost their shit over this, declaring an end to Apple’s ability to innovate. Apple’s “This Is Our Signature” mantra is in defiance of this superficial demand for an endless stream of new new new. Apple is saying they’re above the churn of the news cycle, and if you don’t understand that yet, they don’t care. You’ll either get it through your head eventually, or you will never understand Apple.

★ Monday, 17 June 2013