Apple rebranding stores as ‘town squares’ is a pretentious farce | Spanlish

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Wednesday, September 13, 2017

Apple rebranding stores as ‘town squares’ is a pretentious farce

Excruciating self-congratulation has always been part of Apple’s brand, but the company took this to new levels at today’s iPhone event.

It started with a tribute to Steve Jobs that was unnerving in the depth of its veneration. As smiling photos of the company founder beamed down at the audience, we were told that Apple is not, in fact, one of the richest and most influential corporations of all time, but the embodiment of one man’s creative spirit. The revenue, the supply chains, the employees, the users — all an incarnation of Jobs.

“His greatest expression would not be a singular product, but rather Apple itself,” said Cook.

Even the auditorium the event took place in was framed as a mausoleum. It’s the last creative project...

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Source: Apple rebranding stores as ‘town squares’ is a pretentious farce

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