Apple

the problem with apple is that they think they’re still this warm authentic 90s brand but actually they’re afraid of physical touch and anything too “real”

product @seedclub. i host S-TIER @ X Spaces & i interview crypto builders @ web3galaxybrain.com.

i don’t think they’re trying to be a warm 90s brand. they seem to just want to market their services as invaluable for your life (the phone is important, the watch will save your life, etc)

i associate apple with high production value homeyness that thinly veils an underlying perfectionism that can't tolerate human authenticity. the products aspire to be platonic forms and their storytelling struggles with the "real humans" part bc its messy. they're afraid of sex and improv without sj.

thinking of https://twitter.com/tim_cook/status/1730270472380559362 or the recent in-home sets in keynotes

oh yeah it's obviously working theyre the most admirable company in the world by many measures. i just think its beautiful and a bit cold. it's probably too big to be really authentic -- though elon has his way.

i don’t disagree but i also don’t think i can confidently say their marketing isn’t working…? tim cook on dua lipa podcast probably shows that they know exactly what they’re doing 🤷‍♂️