A Thousand No’s for Every Yes

Worth a re-link, in the wake of that last item — and for anyone who thinks Facebook buying WhatsApp or any other distraction implies some sort of missed opportunity on Apple’s part.

This short film, first shown at the opening of the WWDC 2013 keynote, is not empty marketing rhetoric or pap. It’s one of the most honest pieces of communication I’ve ever seen from Apple. This is what the company believes. And insofar as it is about feeling as much as thinking, it requires more than prose to express. It requires cinema.

And also insofar as it is about feeling as much as thinking, it sails right over the heads of the Vulcans who populate much of the tech and investor commentariat.

★ Monday, 24 February 2014