> A phone is just a phone, not the second coming of Christ. “What people are responding to is much bigger than the object. They are responding to something rare

> A phone is just a phone, not the second coming of Christ. “What people are responding to is much bigger than the object. They are responding to something rare — a group of people who do more than simply make something work, they make the very best products they possibly can. It’s a demonstration against thoughtlessness and carelessness,” > [...]when I ask whether he is flattered or frustrated when he sees his designs so widely referenced, reworked — ok, copied. “It’s theft,” he replies in a heartbeat, his eyes narrowing sharply. Isn't that the real shame here? I admire Apple for their undisputed ability to strike these marvels of design and the way in which they are immitated does reinforce that they have condensed their solutions into something true, something fundamental. And - fluffiness aside, I do think they serve as demonstrations "against thoughtlessness and carelessness". I admire it in a similar way that I admire how wikipedia has become the encyclopedia. The difference is that in the latter, we have realized that it is a common good that needs to be shared, not an asset that a company posesses. I understand the enormous amount of work that Ive and his team have put into these devices and they are justified in thinking that they deserve a lot of glory for them. But maybe they are looking for it in the wrong places? Maybe the identity crisis that Apple has isn't so much their inability to find the next big thing, but their over-attachment to their past hits? Perhaps the key to new glory is letting go of the old glory and sharing it with the world, their ego removed from the equation?