Apple, the entertainment company
You don’t buy a Mac, you buy a connected creative lifestyle. You don’t use an iPhone, you use an advanced 21st century communications device. Your iPad isn’t just a computer you can fondle, but the future of computing itself; Apple TV is a revolution while Apple Watch is an essential part of who you are.
And you love it
I’m certain the critics will knock me for saying this, but most of these claims are not hype. Apple’s history shows it regularly sits at the leading edge of new technologies, and while in between times it seems to enjoy making an insanely healthy living through product iteration that doesn’t reflect its core. You don’t judge the strength of the elements by what they do on a cloudless day, but on the power they show during a storm.
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