Ben Thompson on Tim Cook

Ben Thompson:

The truth about the greatest commercial of all time — Think Different — is that the intended audience was Apple itself. Jobs took over a demoralized company on the precipice of bankruptcy, and reminded them that they were special, and, that Jobs was special. It was the beginning of a new chapter.

“Designed in California” should absolutely be seen in the same light. This is a commercial for Apple on the occasion of a new chapter; we just get to see it.

★ Tuesday, 11 June 2013