Apple Is Figuring Out How To Sell An Archetype

 Around the time of the iPhone 5’s release, I started thinking of Apple as an archetype factory. By removing extraneous detail and ornamentation, they were trimming down their devices to a definitive essence. They were making conscious decisions to spend money and man hours to improve technology in invisible, rather than visible, ways. But this decision is a double-edged sword. I wrote… Read More