Steve Jobs Oldie but Goodie (by fredburt2005)
I’m still trying to figure out the right way to articulate this — I’m struggling — but this video certainly helps. Specifically, the problem with most technology companies and tech coverage is that it’s too focused on the internals: the specs, the speed, the minutiae. But there are deeper elements — more profound things — that are far, far more important. These devices, at their best, are means to an end. Companies like Apple that focus on those ends, whatever they may be, understand that 99 percent of the world doesn’t give a shit about the innards of a device. This is exactly why I think the Droid campaign is an abomination. Speed! Lightning bolts! Phones transforming into jets! You’d think the mobile market is composed only of 12-year-old boys. That ridiculous mindset is what silly tech companies think drives the world. Apple is one of the few tech-centric organizations that honestly acknowledges technology’s place in the universe. Tech orbits around non-tech needs like desire, motivation, inspiration, communication and connections.
