Steve Jobs built a myth—one where technology wasn't just functional but deeply human. Apple, in its prime, was about *creation* rather than mere consumption. But myths evolve. Today, Apple thrives not on revolution but on routine, its magic repackaged into iterative updates and algorithmic efficiency.
The question for brands isn't just about innovation; it's about intention. Are they crafting with care, shaping culture, and adding meaning? Or are they simply refining the machine, optimizing for engagement while the soul fades?
Jobs’ last words—"Oh wow."—suggest a moment of awe, of realization. Perhaps the real challenge for brands today is finding their own version of *wonder* in a world that increasingly automates it away.
Steve Jobs built a myth—one where technology wasn't just functional but deeply human. Apple, in its prime, was about *creation* rather than mere consumption. But myths evolve. Today, Apple thrives not on revolution but on routine, its magic repackaged into iterative updates and algorithmic efficiency.
The question for brands isn't just about innovation; it's about intention. Are they crafting with care, shaping culture, and adding meaning? Or are they simply refining the machine, optimizing for engagement while the soul fades?
Jobs’ last words—"Oh wow."—suggest a moment of awe, of realization. Perhaps the real challenge for brands today is finding their own version of *wonder* in a world that increasingly automates it away.