> The irony to me is that in a lot of ways they're trying to be Apple, but without Apple's strategic thinking - it's more cosplaying Apple I hope this is the m

> The irony to me is that in a lot of ways they're trying to be Apple, but without Apple's strategic thinking - it's more cosplaying Apple I hope this is the main lesson people will take from Humane. Not the "scam", "AI hype", "laser bullshit" angles. The top execs fundamentally deluded themselves into thinking that "the process is the product". During their stealth startup years their marketing was almost entirely "we're from Apple, we're perfectionists, we believe tech should feel like magic". They did Jony Ive-style videos. They talk about "intent", "craftsmanship", "design". And now they're adopting the reality distortion field. But they're merely cosplaying Apple, without the substance. They made a "less-intrusive" smartphone-killer that relies on the most intrusive input method ever! No product-market fit, no viable go-to-market ($700 + $24/mo). It's Helene Deutsch's "as-if personality", but as a startup. The execs confuse appearances with reality. Liz Holmes copied the clothing, they're copying "the philosophy", but misunderstood its essence. They're almost Shakespearian characters, but the employees should leave now before it meets a tragic end.