Togetherness

Great article in Business Week by Bruce Nussbaum. A passage: "Apple is innovating on a wider and deeper scale these days. It is using sociology rather than technology to propel its sales. By that I mean the iPhone, Macs and stores are all at the heart of a consumer culture that defines itself in terms of connection and sharing. Apple is providing the tools, the methods and even the cool spaces (stores of all things!) to enable and empower this sharing culture. It is identifying with its customers who identify with it. Both Apple and its customers are creating a singular, distinctive identity together."