Apple’s Magic Is In The Turn, Not The Prestige

Apple took something ordinary, a phone, did some extraordinary things to it, and then made it re-appear in grandiose fashion. It’s a great trick. It’s so good, in fact, that I think it’s fair to call it true magic.

The problem, if you want to call it that, is that Apple has now been doing this trick since 2007. Granted, they have other solid tricks too (they are far from the one-trick pony claims that several of their competitors face). But the iPhone is the best trick in their bag. And in the last few years, some people have gotten sick of seeing it.

But it’s important to remember that just because you’ve seen a show before, it doesn’t make actually make it any less magical. It’s a perception issue.