Rory Sutherland

The problem is, if I put this device in any room of my house, it turns that room into an office.

If you put an IBM PC, a great IBM PC, in any room in your house, including the, you might as well put a fucking photocopier and a bloody filing cabinet in the room.

Whereas when Johnny Ive comes along and has that lickable, what was it, the iMac?

The iMac.

You can actually put that in any room of the house.

It actually enhances the fashion statement.

It's fantastic.

It's an adornment.

And so their failure to understand the wider context within which they were operating, which is the job of marketing,

is exactly the reason nerds hate marketing because they think in a perfect world, nerd metrics win out.

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.