‘Apple and the Craftsmen’

Martin Feld, writing at Lounge Ruminator:

It is the fourth point above — star power — that brings me to the second reason that Apple chose to host the event:

because it could.

Apple not only wanted to show how its work with various creatives and firms fits into the current culture of tech, it wanted to show that it is a cultural institution in its own right. I believe that this is what many tech writers and commentators missed during this event, with their typical focus on Apple as a product company. Apple is broader and more multifaceted now than it ever has been before and it has enormous brand power.

I think he’s onto something with this point.

★ Thursday, 11 April 2019