Rory Sutherland

But the consumer is much more bothered by the fact that when you get to the bottom of the iPhone scroll, it gives a little bounce.

You could, if we're to be absolutely honest, you could ridicule

um uh you know ives and jobs over their obsession with uh you know bezels and chamfers and things like that but of course multiply that by a billion owners using the thing yeah a hundred times a day okay that's a hundred billion encounters and that probably matters a lot more in fact than you know by the way i mean i'd lost faith in apple when they cancelled the car

Because I thought they had the brand power to create, for places like New York and London, a form of microtransport, which was really, really cool, really, really efficient.

The brand power you have, you see, if you're Apple or Ford or whatever, people will buy a weird product from you much more readily than they will from Alfa Romeo.

Right.

Because they go, well, if Ford is doing it,

You know, it must be OK.

So one of the gifts of having a strong brand is your power to really disrupt and create new categories.

New categories of transit, for example, which we need.

You know, don't get me wrong, I'm going to fuck off 600 horsepower electric car.

But when I go into London, I want a microlino or an itty bitty little thing because that's appropriate to the task.

And my argument is that they could have done something there.

They could have used their power to do something.

And, you know, the finance people killed it, really.

What was it called?

Project something or other.

I don't remember.

But now they're just changing the shape of things and making the camera a bit better.

Come on, guys.